Research on the Influencing Factors of Consumers' Organic Food Purchasing Behavior-Wuhan consumers as an example

With the increasing demand for quality of life, "organic food" has become a hot concept. Based on 1008 consumer survey data in Wuhan, this paper divides organic food purchase behavior into two levels: purchase experience and purchase frequency. Binary Logistic and ordered Logistic models were established to analyze the influence factors of purchasing experience and purchasing frequency of organic food. The results showed that the main buyers of food had a significant impact on the organic food purchasing experience. Among consumers who have bought organic food, environmental concerns, health awareness and household population have a significant impact on the frequency of organic food purchase. Organic attitude, organic trust and gender all had significant effects on both. Therefore, market segmentation and improving consumers' trust and attitude towards organic food are important measures to increase the purchase rate of organic food.