论文总字数：28879字

目 录

1 绪论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.2.1 研究目的 1

1.2.2 研究意义 1

1.3 研究方法 2

2 理论基础与文献综述 2

2.1 理论基础 2

2.1.1 消费行为与消费理念 2

2.1.2 绿色食品与绿色食品消费 3

2.2 文献综述 4

2.2.1 绿色食品消费行为的影响因素分析 4

2.2.2 绿色消费观的培育 5

2.2.3 绿色食品消费市场现状的研究 5

3 研究框架与问卷设计 6

3.1 研究框架的论述 6

3.2 问卷设计 7

4 数据分析 8

4.1 样本的特征分析 8

4.2 绿色食品消费理念的影响因素分析 10

4.2.1 绿色食品认知水平 11

4.2.2 社会群体的影响 14

4.2.3 健康意识 15

4.2.4 环境态度 16

4.3 绿色食品消费行为的影响因素分析 16

4.3.1 社会群体 16

4.3.2 消费理念 17

4.3.3 个人需求 17

4.3.4 消费体验 18

4.4 绿色食品消费行为与消费理念的关联性分析 21

5 结论与启示 21

5.1 结论 21

5.2 启示 22

5.2.1 增强消费者绿色食品消费意识 22

5.2.2 规范绿色食品市场秩序 23

5.2.3 完善绿色食品法律体系 23

5.3 不足与展望 23

参考文献 24

附录 26

致谢 31

大学生绿色食品消费理念与消费行为的研究

龚敏艳

，China

Abstract：Social industrialization and information development bring heavy pressure to the natural environment. Green consumption has concerned by more and more people. “Green food consumption” is an important part of green consumption. Research on its factors will contribute to the promotion and development of Chinese green consumption. This article further demonstrates the research conclusions in the previous literature by empirical research on college students' consumption concept and behavior of the green food. This article finds that college students' consumption behavior of the green food is affected by social groups, consumption concept, individual needs and consumer experience. The consumption concept of the green food is based on the level of awareness of the green food, the influence of social groups, the awareness of health and attitudes toward the environment. This article also focuses on exploring the relationship between consumption behavior and consumption concept of the green food.

At present, the development of Chinese green food has problems such as the weakness of consumer awareness of the green food, lack of promotion, and lack of relevant laws and regulations. The article puts forward measures for enhancing consumer awareness of green food consumption, regulating the order of green food markets, and improving the legal system of green food. It is hoped that through this study, we can promote the development of green food in China, indirectly achieve the goal of protecting the natural environment, saving natural resources and achieving sustainable development.

Key words：Green Food; Green Consumption; Consumption Behavior; Consumption Concept; Food Consumption

绪论

研究背景

随着工业文明的进步，人类的资源消耗量不断增长，温室效应、生态危机和有毒化学品污染等问题威胁着人类的生存和发展。食物是人类生存的必需品，我国巨大的食品消费量导致化肥、农药和对人体有害且会污染环境的化学试剂被大量使用，外卖的发展也导致木制一次性筷子和不可降解塑料制品泛滥成灾，近年来我国以次充好、以假作真的食品安全问题更是屡见不鲜，人类的健康和自然环境正面临巨大的威胁。

为改变环境污染和资源浪费的现状，国家积极实施可持续发展战略，“绿色消费”逐渐被人们关注和认可，“绿色食品消费”作为中国绿色消费方式转变的核心，成为众多学者的研究方向。欧美发达国家早已把绿色消费发展为消费主流，而我国绿色食品的市场潜力还有待挖掘。据中国绿色食品发展中心的数据统计，2010年到2015年连续6年我国绿色食品产量达千万吨，但期间并非持续稳步上升，2016年的产量约为5000万吨，^【1】同比有所下滑，其主要原因是我国消费者不了解绿色食品消费，绿色食品购买力不足，市场供大于求；其次，消费者购买的绿色食品有假，打击了消费积极性，最终导致绿色食品生产企业生产积极性降低。

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