Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China

With the continuous improvement of living quality, food safety and healthy consumption awareness urban residents have increased significantly. Green agricultural products marked as healthy, safe, nutritious become popular. At present, green agro-food is boosted by markets policies in China, but consumers’ trust not optimistic. Based on theory perceived risk planned behavior, this research constructs a model to analyze decision-making residents’ product from aspects personal attitude, risk, subjective norm. Through questionnaire survey 329 Tianjin, empirical results show that: (1) Personal attitude norm positively affect willingness consume. (2) Perceived negatively affects (3) Functional has highest impact, followed time financial psychological risk. In regard, could be continuously explored promoted traceability supervision, circulation efficiency, brand publicity.