RESEARCH ON THE INFLUENCING FACTORS OF CONSUMERS' INTENTION TO PURCHASE GREEN ORGANIC MEAT: A CASE STUDY OF URBAN RESIDENTS IN SHANGHAI
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Green organic food is famous for its rich nutrition. Notably, it can also protect the social environment and promote the harmonious development of man and nature. In addition to social and economic development, the consumption of green organic meat is closely related to the quality of people's lives. This paper uses literature research, questionnaire survey, statistical analysis and other research methods to investigate the consumption of green muscle food in Shanghai residents. Based on the statistical analysis of 4228 valid questionnaires, it is found that consumers' subjective norms, moral concepts, environmental concerns, and health awareness have a significant positive impact on consumers' willingness to purchase green meat. The research results show that some measures can effectively promote the marketing of green organic meat products in Shanghai, such as increasing the publicity of green products in terms of environmental protection and health, establishing a good social awareness, and improving consumer satisfaction.
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