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Research on the influencing factors of consumer purchase behavior of green food in harbin

Based on the theory of consumer behavior and consumer demand theory, for the consumer purchase behavior of green food in Harbin, theoretical model of the influence factors on the consumer purchase behavior of green food is constructed. The logistic regression analysis method is used, and the hypotheses are tested. The results show that lifestyle, purchase experience, health consciousness, income level, price, shopping convenience and reference group have a significant impact on the consumer purchase behavior of green food in Harbin. And price, health consciousness and income level are the major factors. However, because of the nutrition and climate environment, the two research variables did not pass the test of significance. Therefore, there is no significant correlation between the purchase behavior and the two factors.