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1 Introduction
1. 1 basis of topic selection
1.2 Definition of the concept of environment-friendly agricultural products
1.3 research purpose and content
1.4 research ideas and paper structure
The research idea of 1.4. 1
1.4.2 paper structure
1.5 research method
1.6 possible innovations and shortcomings
2 Literature review
2. 1 China's policies and measures to support environmental protection agricultural production.
2.2 Research on Consumption Behavior of Environmental Protection Agricultural Products
2.2. 1 Consumers' awareness of environmentally friendly agricultural products
2.2.2 Research on Consumers' Motivation to Buy Green Agricultural Products
2.2.3 Research on Consumers' Behavior of Purchasing Environmental Protection Agricultural Products
2.2.4 Study on the Influencing Factors of Consumers' Purchase of Green Agricultural Products
2.2.5 Study on Consumers' Willingness to Pay for Environment-friendly Agricultural Products
2.2.6 Selection experiment method and its application in the study of food attribute willingness to pay.
2.3 Literature review
3 theoretical analysis framework and research assumptions
3. 1 Theoretical framework of influencing factors of consumer buying behavior
3.2 Research hypothesis
3.2. 1 Personal characteristics of consumers
3.2.2 Family characteristics
3.2.3 Incentive factors
3.2.4 Ability
opportunity factor
4 data broadcasting and statistical analysis
4. 1 data source
4.2 Select experimental design
4.2. 1 Selection experiment to determine the attributes and attribute grades of rice.
4.2.2 Determination of experimental selection set
4.3 Sample characteristics
4.4 Statistics of rice purchase and consumption habits
4.5 Consumers' cognitive ability of environmental protection attributes of green and organic rice
4.5. 1 Consumer's Subjective Cognition of Environmental Attributes of Two Products
4.5.2 Consumers' objective cognition of environmental attributes of two types of products.
4.5.3 Comprehensive cognitive ability of consumers on green and organic products.
4.6 Cross-analysis of consumers' objective cognitive ability and individual characteristics of green organic rice? 39
5. Empirical analysis on the behavior of consumers buying green agricultural products.
5. 1 model construction
5. 1. 1 empirical model construction
5. 1.2 variable description
5. 1.3 model estimation results
5.2 Model result analysis
5.2. 1 The influence of personal and family characteristics on consumers' behavior of purchasing environmentally friendly agricultural products
5.2.2 Influence of consumer's pro-environment and quality and safety motivation factors on purchasing behavior
5.2.3 The influence of consumers' cognitive ability on environmental attributes on their purchase behavior
5.2.4 The influence of consumers' awareness of convenience in purchasing environmentally friendly agricultural products on their purchasing behavior.
Analysis of the willingness to pay for environmental protection agricultural products by cancellers
6. 1 model construction
6.2 Model estimation results and analysis
6.2. 1 estimation of consumers' preference for rice attributes
6.2.2 Analysis of Consumers' Willingness to Pay for Rice Attributes
7 Conclusion and Enlightenment
7. 1 main conclusions
7.2 Main Enlightenment
The conclusion of this paper
Taking urban consumers in Hangzhou as the research object, consumers' cognition and purchase behavior of green agricultural products were obtained through questionnaire survey. Based on statistical analysis, an empirical model influencing consumers' purchase behavior and influencing factors was constructed, and consumers' willingness to pay for green agricultural products was calculated by selection experiment to understand consumers' cognition of green agricultural products and the degree of market support for the promotion of green agricultural products.
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