Analysis of Consumers’ Consumption Intention and Influencing Factors towards Qingyuan Chicken in the Pearl River Delta Region of China

This study investigated the cognition, consumption intention, purchase frequency and purchase channels of Qingyuan chicken among consumers in the Pearl River Delta region of Guangdong Province. The survey results show that Qingyuan chicken is well known in the Pearl River Delta region. Sixty-four point twenty-nine percent of consumers are willing to buy Qingyuan chicken. Consumers have relatively high enthusiasm for the consumption of Qingyuan chicken, but there is still some room for improvement. Gender, occupation and monthly per capita income of consumers in individual characteristics and family characteristics have a significant impact on consumers’ purchase of Qingyuan chicken. The price of Qingyuan chicken will affect the actual behavior of different consumers, and there is room for further improvement in the quality supervision and consumer trust of Qingyuan chicken.