Research on Consumers’ Multiple Levels Cognitive Behavior to Eco-labeling Food Using MVP Model
CHEN Mo1,YIN Shi-jiu1,2,XU Ying-jun2
(1.The New Countryside Construction Research Center of Shandong,Qufu Normal University,Rizhao 276826,China; 2.School of Economics,Qufu Normal University,Rizhao 276826,China)
Abstract Using 693 consumers sampling data from Shandong province,taking green food as example,the paper divides consumer cognitive behavior into three levels:knowing level,identifying level and using level,then builds multivariate Probit model to analyze the factors influencing consumers’ multilevel cognitive behavior.The results show that male or young consumers’ cognitive rate at knowing level is higher,while female and older consumers’ cognitive rate at identifying level and using level is higher.Degree of consumer involvement and income at knowledge level are not significant,but are significant at other levels.Education,the condition of children and the consciousness of environmental protection at all levels are significant.Food safety consciousness and information channel are significant at the lower level,but are not significant at higher levels.Consumers’ heterogeneity in cognitive behavior provides opportunity for market segmentation and development.Supplier should take different marketing strategies according to different groups,in order to guide consumers’ cognitive behavior,and then promote the transformation from potential demand to real demand.
2015, Vol. 32 
