ISSN: 2222-6990
Open access
This study investigates the consumption characteristics and influencing factors of organic rice in Tianjin, China, based on 463 valid survey responses collected through an online questionnaire. Using chi-square tests and one-way ANOVA, the analysis reveals that consumers’ purchase motivations are primarily driven by the green and pollution-free attributes of organic rice, while information channels are diverse, ranging from media to peer recommendations. The findings indicate that marital status, age, education level, and occupation significantly affect consumers’ awareness and willingness to purchase organic rice. This research contributes to the literature by providing empirical evidence from Tianjin, a first-tier city in China, thereby filling a regional gap in organic food consumption studies. Practically, the results suggest that strengthening brand building, expanding marketing channels, and reinforcing trust mechanisms are essential strategies to enhance consumer recognition and purchasing power. The study offers valuable insights for policymakers and agribusiness practitioners aiming to promote sustainable development of the organic rice industry in China.
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