Research on Purchasing Behavior of Understory Edible Mushroom Based on SOR Model

DOI

10.2991/978-94-6463-042-8_170How to use a DOI?

Keywords

understory edible mushroom; SOR model; purchasing behavior; influencing factors

Abstract

With the popularization of the concept of healthy eating, the consumption of edible mushroom with both edible and medicinal value has been driven. The development of the production model of understory edible mushroom in Heilongjiang province, China, not only satisfies the public's pursuit of healthy food but also conforms to the development trend of green agriculture. In this context, to make the understory edible mushroom industry in a broader consumer market, based on SOR (stimulus, organism, response) theory, this paper analyzed the influence of various elements in the understory edible mushroom industry chain on consumers' purchasing behavior. Firstly, we collected data through a questionnaire to investigate the purchase status and influencing factors of understory edible mushroom products in Heilongjiang province, China. Then we made assumptions and used the structural equation model to judge whether the assumptions between variables are valid. The results show that the product quantity, product quality, product types, packaging of by-products, etc., will affect consumers' willingness to purchase understory edible mushrooms in Heilongjiang province, China, thereby affecting purchasing behavior of Chinese consumers. Finally, we put forward suggestions to relevant departments to jointly promote the development of understory edible mushroom industry in Heilongjiang province, China.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wei Wang
AU  - Jili Ruan
AU  - Xirui Zhu
PY  - 2022
DA  - 2022/12/29
TI  - Research on Purchasing Behavior of Understory Edible Mushroom Based on SOR Model
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 1197
EP  - 1202
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_170
DO  - 10.2991/978-94-6463-042-8_170
ID  - Wang2022
ER  -