目录
摘要II
关键词II
AbstractIII
引言
一、引言1
二、文献回顾与理论基础2
（一）文献回顾2
1. 消费者对绿色农产品的认知2
2. 消费者对绿色农产品的溢价购买行为2
3.消费者对绿色农产品的溢价支付意愿3
4. 影响因素3
（二）理论基础4
1. 消费动机理论4
2. 消费者购买决策行为理论5
三、数据来源与有效样本基本特征描述6
（一）数据来源6
（二）有效样本基本特征描述6
四、实证分析7
（一）扬州居民对绿色蔬菜的认知情况分析7
（二）扬州居民对绿色蔬菜的支付意愿分析9
1. 模型选择9
2. 变量设计10
3．模型估计及结果分析11
五、研究结论与政策建议 14
（一）研究结论14
1. 绿色蔬菜认知程度一般14
2. 健康养生的理念深入人心14
3．受教育程度等因素对溢价购买行为有显著影响14
（二）政策建议15
1. 生产迎合时代趋势15
2. 提高绿色农产品的认知15
3．在保证品质的前提下降低价格15
参考文献16
致谢18
扬州居民对绿色蔬菜的消费认知与支付意愿研究
摘 要
基于扬州市183份消费者问卷调查数据，选用条件价值评估法设计问卷，实证分析扬州市消费者对绿色蔬菜的认知及支付意愿，重点关注各种因素对溢价支付水平的影响，运用二元 Logistic回归模型与多元有序Logistic回归模型对购买意愿与支付水平进行了研究。结果表明:（1）绿色蔬菜认知水平比较一般（2）89%的消费者曾经购买过绿色蔬菜，超过73%的消费者愿意溢价购买绿色蔬菜，健康养生的理念深入人心（3）受教育程度、家庭月收入、理解水平、质量认知、家庭是否有未成年子女对绿色蔬菜收购溢价支付水平有显著影响。根据结论提出生产迎合新时代趋 *51今日免费论文网|www.51jrft.com +Q: ^351916072# 
势、宣传绿色蔬菜知识提高认知，控制品质的前提下降低价格的绿色蔬菜市场发展建议。
YANGZHOU RESIDENTS CONSUMPTION COGNITION AND WILLINGNESS TO PAY FOR GREEN VEGETABLES
ABSTRACT
Based on 183 consumer questionnaire data in Yangzhou City, the conditional value evaluation method was used to design the questionnaire, empirical analysis of consumers cognition and willingness to pay for green vegetables in Yangzhou City, focusing on the impact of various factors on the premium payment level, using binary logistic regression model and multiple ordered regression model to study the purchase willingness and payment level. The results show that: (1) the cognitive level of green vegetables is relatively general; (2) 89% of consumers have ever bought green vegetables, and more than 73% of consumers are willing to buy green vegetables at a premium. The concept of health preservation is deeply rooted in the hearts of the people; (3) the education level, family monthly income, understanding level, quality awareness and whether there are minors in the family have a significant impact on the premium payment level of green vegetables purchase Ring. According to the conclusion, some suggestions for the development of green vegetable market are put forward, which are to cater to the trend of the new era, to promote the knowledge of green vegetables, to improve the cognition, to control the quality and to reduce the price.

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