The Consumers’ Willingness to Purchase Traceable Organic Agricultural Products: A Case Study of the Yangtze River Delta Region

The development of modern agriculture should adhere to the path of technology-led, brand-strong agriculture and green agricultural development. The dual security guarantee of information traceability system and organic agricultural products certification is a powerful tool to realize this path, which plays an important role in improving the competitiveness of agricultural products and enhancing consumers’ confidence. This paper collected data from 285 consumers in the Yangtze River Delta region and constructed a logistic regression model to empirically analyze the factors influencing their willingness to purchase traceable organic agricultural products. The results shows that consumers’ attitude toward organic agricultural products, the perfection of traceability system and price fluctuation of traceable organic agricultural products had different degrees of influence on the purchase intention of traceable organic agricultural products, while personal characteristics, the convenience of purchasing traceable organic products and the strength of organic certification supervision did not have significant influence on the purchase intention. Based on this, it propose to strictly adhere to the “organic” production standard and improve consumers’ value perception; strengthen the market positioning of organic agricultural products and highlight the health and safety attributes; enrich the traceability technology and improve the traceability system; and “popularize” traceable organic agricultural products and reduce price fluctuations. It also put forward suggestions on the following levels.