Analysis of Consumer Behavior Psychology of Zhecheng Chili with SICAS Model

Yi Cheng; Xiangheng Meng; Menghan Qi

doi:10.5281/zenodo.14550129

Authors

Yi Cheng Agricultural Information Institute of Chinese Academy of Agricultural Sciences
Xiangheng Meng School of Energy and Control Engineering in Changji University
Menghan Qi School of Marxism in Xinyang College

DOI:

https://doi.org/10.5281/zenodo.14550129

Keywords:

Chili, SICAS Theory, Rural Revitalization, Psychology of Consumer Behavior

Abstract

In 2024, China has proposed to accelerate the construction of a strong agricultural country, pay close attention to stable production and supply of important agricultural products, and promote the coordinated development of rural revitalization. As an important agricultural product that makes the county prosperous and the people rich in Zhecheng County, Chili pepper is an important guarantee for Zhecheng County to achieve poverty alleviation and rural revitalization. Through analyzing consumer behavior towards Zhecheng pepper, it was found that consumers have a low perception level and low interest in buying. To address these issues, this study employs the SICAS consumer behavior theory model and proposes targeted recommendations, which will promote the high-quality and sustainable development of the Chili agricultural products in Zhecheng County. Additionally, this study can provide reference for the development of other unique agricultural products industries in different regions.

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