Research on the Influence Mechanism of Farm Direct Marketing Mode on Consumers' Willingness to Buy Fruits and Vegetables -- Taking Meishan City as an Example

Abstract

As a necessity of people's daily consumption, the safety of fruits and vegetables has attracted much attention. In recent years, with the continuous development of China's economy and society, the traditional fruit and vegetable sales channels have become more and more difficult to meet the changes in the characteristics of consumer demand, and the residents in urban communities began to get used to delivering fruits and vegetables to their homes without leaving their homes. The development of pollution-free fruit and vegetable industry can not only protect the environment, but also is conducive to people's health, to meet the needs of contemporary people. Therefore, direct selling of fruits and vegetables came into being at the historic moment. It is the terminal logistics form of directly transporting fruits and vegetables directly from planting and breeding base to urban community outlets or residents' homes, which can significantly shorten the distance between fruits and vegetables from farms to consumers, and has a broad market space. Therefore, it is of great significance for the development of farm direct selling to understand the development of farm direct selling model, study the influencing factors of farm direct selling model on consumers' purchase intention of fruit and vegetable products, and put forward targeted suggestions according to the research results.