LAUSR

Internet coupled with agricultural development in full swing, green agri-food product e-commerce has become a hot topic in the development of e-commerce. However, due to the seasonality, territoriality, weak quality, difference, and dispersion of agri-food products, e-commerce of green agri-food products are facing difficulties. Based on the gap between consumers’ willingness and behavior to buy green agri-food products online, this paper quantitatively studied the factors that affect consumers’ behavior deviation to buy green agri-food products online. The method of constructing the binary Logistic regression model was adopted, and analysis tools such as SPSS and Excel were used for analysis, to study the influence of various factors on consumers’ purchase willingness and behavior. The research conclusion shows that: consumers’ gender, age, understanding of online agri-food products, and monthly disposable income have a positive impact on the consistency of consumers’ behavior and willingness, while the price of green agri-food products and online purchasing frequency have a negative impact on consumers’ willingness and behavior of online purchasing. The results are discussed in the context of existing studies. Suggestions and research prospects are presented at the end of the article.