Purchasing Behavior and Driving Factors of Organic Food

What is your age?

Under 24 years of age25—34 years of age35—44 years of age45—60 years of ageOver 60 years of age

2. How often do you go shopping? (Whether online or in-store)

EverydayOften(4-5 times a week）Sometimes(2-3 times a week）Rarely(once a week）Never

3. How often do you purchase organic food (such as organic vegetables, fruits, milk, meat, and eggs) when buying groceries?

NeverRarely (less than once per month)Occasionally (1—2 times per month)Frequently (approximately once per week)Very frequent (2—3 times per week)Almost all (most food items are purchased as organic)

4. What percentage of your total monthly food expenses is allocated to organic products?

1—10%11—25%26—50%51—75%76—100%

5. What is your main reason for buying organic food?

Health considerations (e.g., reduced pesticide intake, more nutritious diet)Environmental considerations (e.g., sustainable agriculture, biodiversity conservation)Better tasteAnimal welfareSupport local farmersSocial status / Demonstration of quality of life

Please evaluate the following statements based on your actual feelings.

(1 = strongly disagree, 5 = strongly agree)

選項1

7. I purchase organic food because it is more beneficial to my family's health

很不滿意

很滿意

8. I purchase organic food because it is more environmentally friendly

很不滿意

很滿意

9. Organic food has a better taste than regular food

很不滿意

很滿意

10. Purchasing organic food gives me a sense of identity or quality of life

很不滿意

很滿意

11. When you see the organic certification label on a product (such as the China Organic Product Mark, USDA Organic Certification, EU Organic Leaf Label, or equivalent local certification), how confident are you in believing that the product truly meets organic standards?

Very low confidenceRather low confidenceModerate confidenceRather high confidenceVery high confidence

12. Do you agree with the following statement?

選項1

13. "I often suspect that the 'organic' label is merely a marketing gimmick used by businesses to command higher prices."

Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree

14. Which of the following factors will increase your trust in the organic certification label?

Government official certification (e.g., National Uniform Organic Labeling)Independent third-party certification (e.g., non-GMO project certification)Provide detailed information on the packaging (e.g., specific farm origin)Brand reputation (familiar well-known brands)Scannable QR codes for supply chain information traceability

15. Let's take fresh tomatoes as an example. Suppose that the price of each regular (non-organic) tomato in your supermarket is 1 RMB.

選項1

16. At what price point would you start worrying about organic tomato quality issues (feeling it's too cheap to be genuinely organic)?

＜1RMB1RMB—2 RMB2.1RMB—3RMB3.1RMB—4RMB

17.

At what price point would you find it a good value for money?

＜1RMB1RMB—1.5RMB1.6RMB—2RMB＞2RMB

18. At what price point would you find it a bit pricey to start with (though still worth considering)?

1.5RMB—2RMB2.1RMB—2.5RMB2.6RMB—3RMB＞3RMB

19.

At what price point would you find it too expensive to purchase?

1RMB—2.5RMB2.6RMB—5RMB5.1RMB—7.5RMB7.6RMB—10RMB

20. If organic tomatoes are always 50% more expensive than regular ones (for example, regular tomatoes cost 1 yuan, while organic ones cost 1.5 yuan), how would you choose to buy tomatoes?

Will definitely choose regular tomatoesHigh probability of selecting regular tomatoesDetermine based on specific conditions (e.g., appearance, freshness)High probability of choosing organic tomatoesOrganic tomatoes will definitely be chosen

21.

Please indicate how much you agree with the following statements about your motivations.

(1 = Strongly disagree, 5 = Strongly agree)

選項1

22. I purchase organic food because it is more beneficial to my family’s health.

很不滿意

很滿意

23. I buy organic food to protect my own health.

很不滿意

很滿意

24. I buy organic food mainly to avoid harmful substances (pesticides, additives, hormones) in regular products.

很不滿意

很滿意

25. Organic food has a better taste than regular food.

很不滿意

很滿意

26. Buying organic food makes me feel that I am in control of what I eat.

很不滿意

很滿意

27.

Now that my income and living standard are higher, I feel I should buy healthier / organic food.*

很不滿意

很滿意

28. Buying organic food fits my personal values about how food should be produced.

很不滿意

很滿意

29.

13. Please indicate how much you agree with the following statements about your attitude towards organic food purchases.

(1 = Strongly disagree, 5 = Strongly agree)

選項1

30. “Most of my close friends and colleagues prefer to buy organic food.”

很不滿意

很滿意

31. “In my social circle, buying organic food is seen as normal.”

很不滿意

很滿意

32. “I feel some pressure to buy organic food so that I do not look careless about health or the environment.”

很不滿意

很滿意

33. “When my favorite bloggers / influencers recommend organic products, I am more likely to buy them.”

很不滿意

很滿意

34. “People with my income and education level are expected to choose healthier / organic products.”

很不滿意

很滿意

35. Where do you usually buy organic food? (Multiple answers allowed)

Supermarkets / hypermarketsSpecialized organic storesTraditional markets / farmers’ marketsOnline supermarkets (e.g., Ozon, Wildberries, etc.)Directly from farms / CSA / delivery boxesOther:

36.

What country/region do you currently live in?

ChinaRussiaOther:

37. What is your highest educational qualification?

High school and belowAssociate Degree / Bachelor's DegreeMasterDoctorate or higher

38.

Which of the following ranges roughly corresponds to your personal annual income (pre-tax)?*

(Adjust according to the actual deployment country. This example uses RMB)

Below 50,000 yuan50,000 – 100,000 yuan100,000 – 200,000 yuan200,000 – 300,000 yuan300,000 — 500,000 yuanOver 500,000 yuan

39. What is your gender?

ManWomanPrefer not to say

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Purchasing Behavior and Driving Factors of Organic Food