关键词: 环保猪肉, 消费行为, 支付意愿

Abstract: The consumption of pollution-free pork relies on pre-shopping choosing, on-time decision, post-shopping reflection, reassuring consumption and affirmation of the consumption, which not only has a key influence on the marketing prospect of pollution-free pork, but on the development of present swine industry. All samples of this study are adopted by interception, and the research is done on the pollution-free pork consumption behavior of 138 consumers. The results are the followings: a large number consumers have low-level cognition of pollution-free pork, and doubt its security;many have strong desires to consume pollution-free pork even at a higher price;the consumers' information contentment of pollution-free pork, their age, income, education, and gender are the key factors influencing the pollution-free pork consumption expense. The conclusion is: only in the circumstance where all the interest groups in the swine industry work together to create a secure, healthy and rational consumption surrounding, can the swine industry develop healthily.

Key words: pollution-free pork, consumption behavior, willingness of payment