The Influencing Factors and Inter-Group Differences for Urban Residents' Behavior of Consuming Edible Vegetable Oil

To clarify the determinant factors and inter-group differences of Chinese urban residents’ edible vegetable oil consuming behavior is very important for us to understand their consumption features of edible vegetable oil, so as to guide their consuming behavior and improve China’s vegetable oil industry security. In this article, urban residents of China’s three traditional vegetable oil main production areas have been chosen as study objects, and multiple linear regression and one-way ANOVA have been used to do empirical analysis on the determinant factors and inter-group differences of their edible vegetable oil consuming behavior. The results indicate that the edible vegetable oil consuming behavior of urban residents from China’s three traditional vegetable oil main production areas show a trend of diversification; "publicity measures", "preference evaluation", "personal characteristics" and "family characteristics" remarkably affect urban residents’ edible vegetable oil consuming behavior and show obvious provincial characteristics. In addition, urban residents from different groups show differences in terms of "publicity measures" and “preference evaluation”.