Analysis of Consumers' Willingness to Buy Organic Food and Its Influencing Factors Based on Logit Model: A Case Study of Shenzhen


  • Canbin Peng



Organic food, consumer awareness, purchase decision, logit model


In the past few years, Chinese consumers have shown a growing preference for organic food due to the rise in their salaries and better living standards. Additionally, there is an increasing concern among individuals about personal well-being and the safety of food, which has contributed to the popularity of organic products in China. In the process of buying organic food, consumers are affected by their own factors and the objective environment, which leads to a change in purchase intention. In order to explore the main factors that affect consumers' purchase intention in reality. Based on the network survey data of 329 urban consumers in Shenzhen, this paper establishes a logit model to analyze the organic food purchase intention of consumers in Shenzhen and its influencing factors. The results show that the main factors affecting consumers' organic food purchases are personal monthly income, educational level, and food safety concerns. According to the results of the empirical study, the relevant policy suggestions for improving the organic food industry were put forward.


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How to Cite

Peng, C. (2024). Analysis of Consumers’ Willingness to Buy Organic Food and Its Influencing Factors Based on Logit Model: A Case Study of Shenzhen. Highlights in Business, Economics and Management, 24, 208-214.