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| Influencing factors and regional differences of sesame oil consumption |
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| KeyWord:sesame oil consumption demand influencing factor regional differences |
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| Abstract: |
| Based on the analysis of the theoretical framework of identity order and consumption activities in consumer sociology, 808 questionnaire data from Shandong, Northeast provinces, Inner Mongolia and other provinces and autonomous regions were analyzed by binary Logistic regression to research the influence of personal psychological factors and objective attributes on sesame oil consumption demand and regional differences based on whether the region was the main sesame oil consumption area. The results showed that among the individual psychological factors, sesame oil essence, external label and production process recognition played a leading role, marketing environment recognition had a limited influence on consumers’ purchase intention; in terms of the objective attributes, only the average monthly income level of the family had a significantly negative effect on the purchase intention of the consumers; there was no difference in purchase intention between sesame oil main consumption area and non-main consumption area, but there were differences in the influencing factors between the two areas. Based on the above conclusions, the rationalization proposals were put forward from the three angles of government, sesame oil production enterprises and sesame oil sales to promote the healthy development of sesame industry and the stable consumption of sesame oil. |
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