Abstract:

Under the background of the structural reform of agricultural supply side, through the empirical analysis of the purchase intention of Shanghai local brand fresh corn and its influencing factors, the study aims to better promote the brand building of fresh corn and provide the corresponding advices for guiding the consumption of local brand fresh corn. Through the establishment of multivariate and orderly Logit model, we quantitatively analyzed the individual characteristics, family characteristics of different consumer groups, the cognitive characteristics of consumer groups on fresh corn and the dietary preferences of consumers on the purchase intention of Shanghai brand fresh corn products and the direction of action. The results showed that: the gender, age, place of birth, education, consumer willingness to treat fresh corn as a snack, the awareness of the fresh corn production in Shanghai, the trust in the quality and safety of fresh corn products, and the place of origin were significant factors influencing consumers’ willingness to purchase local brand fresh corn. On the whole, the current information asymmetry between the market and consumer is still an important factor restricting the development of local brands and the consumption of high-quality agricultural products. Based on this, we put forward targeted suggestions from the precise positioning of consumer groups, reducing information asymmetry between market and consumer, and increasing the diversity of fresh corn products.

Key words: agricultural supply side, brand building, fresh corn, purchase intention, Logit model, influencing factors