An Empirical Study on the Impact of Agricultural Products Regional Brands on Consumer Behavior

DOI

10.2991/icssed-19.2019.144How to use a DOI?

Keywords

Agricultural products regional brand; Joint analysis method; Consumer behavior

Abstract

Taking Xinjiang Hetian jujube as the research object, under the condition of single clue and multi-clue, the behavioral preference of consumers' regional brand agricultural products was measured through questionnaire interviews. In the single clue condition, the existence of the agricultural product regional brand effect on the consumer's purchasing behavior was verified. Under the multi-cue condition, it was confirmed that the agricultural product regional brand had an influence on the consumer purchasing behavior, which was second only to the product safety attribute and product sense.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wang Chunying
PY  - 2019/05
DA  - 2019/05
TI  - An Empirical Study on the Impact of Agricultural Products Regional Brands on Consumer Behavior
BT  - Proceedings of the 2019 4th International Conference on Social Sciences and Economic Development (ICSSED 2019)
PB  - Atlantis Press
SP  - 761
EP  - 766
SN  - 2352-5398
UR  - https://doi.org/10.2991/icssed-19.2019.144
DO  - 10.2991/icssed-19.2019.144
ID  - Chunying2019/05
ER  -