蔬菜在我国城乡人民的餐桌上是必不可少的食品，而且品种日趋多样化，反季节化。因此对于蔬菜生产企业及广大菜农来说，深入研究人们对蔬菜的消费心理和市场营销策略，对合理安排生产及提高经济效益有着举足轻重的作用。1消费心态的变化随着人们生活水平的不断提高，水果、蔬菜 Vegetables are essential foodstuffs at the table of our country’s urban and rural people, and the varieties are increasingly diversified and anti-seasonal. Therefore, for vegetable producers and the majority of vegetable growers, an in-depth study of people’s consumption psychology and marketing strategies on vegetables plays a decisive role in the rational arrangement of production and improvement of economic efficiency. A change in consumer psychology As people’s living standards continue to rise, fruits and vegetables