Research on Purchasing Behavior of Understory Edible Mushroom Based on SOR Model

Abstract

With the popularization of the concept of healthy eating, the consumption of edible mushroom with both edible and medicinal value has been driven. The development of the production model of understory edible mushroom in Heilongjiang province, China, not only satisfies the public's pursuit of healthy food but also conforms to the development trend of green agriculture. In this context, to make the understory edible mushroom industry in a broader consumer market, based on SOR (stimulus, organism, response) theory, this paper analyzed the influence of various elements in the understory edible mushroom industry chain on consumers' purchasing behavior. Firstly, we collected data through a questionnaire to investigate the purchase status and influencing factors of understory edible mushroom products in Heilongjiang province, China. Then we made assumptions and used the structural equation model to judge whether the assumptions between variables are valid. The results show that the product quantity, product quality, product types, packaging of by-products, etc., will affect consumers' willingness to purchase understory edible mushrooms in Heilongjiang province, China, thereby affecting purchasing behavior of Chinese consumers. Finally, we put forward suggestions to relevant departments to jointly promote the development of understory edible mushroom industry in Heilongjiang province, China.