Study on Influencing Factors of Millet Product Consumption Behavior of Residents in Hebei Province-Based on the Perspective of Planned Behavior Theory

Abstract As a product with both nutritional value and health function, millet products are favored by more and more consumers. Hebei Province is one of the important provinces whose residents produce millets and consume millet products. And it is of great significance for leading the development of local millet industry to study behavior in millet products consumption. Therefore, this study is based on the survey results of 440 residents in Hebei Province. At the same time, under the guidance of planned behavior theory, this paper analyzes the factors affecting the consumption behavior of millet products of residents by the Binary Logistic model. The results show that: urban and rural residents’ awareness of millet products’ nutritional and health functions, texture, appearance quality, promotion of millet products, product prices, knowledge of millet products, consumers’ gender, age and residence, etc., all have a significant impact on residents’ millet product consumption behavior. Accordingly, this article proposes countermeasures and suggestions for the high-quality development of the millet industry in Hebei Province from the aspects of increasing the research and development of high-yield and high-quality millet varieties, supporting the development of millet deep processing enterprises, and promoting the development of diversified functional millet products.