Study On Usage Behavior Of Food Quality Labels And Its Influencing Factors Of Consumer

In recent years,with a vicious incidents occurred in food quality and safety,food quality and safety issues becomes a hot issue reflected strongly by communities.Food quality labels are the guide for consumers to buy food,which can increase consumers’ knowledge of food safety information,and that become the drive for food production enterprises to improving product quality and safety characteristics.However,currently China’ consumers use limitedly the food quality labels,which means signal functions and oversight functions of food quality labels can not work.This phenomenon has inspired China’ scholars trying to research about the awareness of food quality labels and its influence factors on using behavior,but the current research Achievement still being little.Firstly this paper designs variables measuring the using behavior of food quality labels and its influencing factors;secondly it designs the questionnaire and collects data;thirdly,based on the survey data from consumer,it analyzes consumer awareness and using behavior of food quality labels,and identifies the key factors affecting the using behavior of food quality labels by using binary logistic regression analysis;finally,it proposes the policy implications based on research findings.Through theoretical analysis and empirical research,the research’ findings show that:① consumers have a higher using frequency of non-certified quality labels than certified labels;② married or not,and purchasing place have a significant impact on the using behavior of non-certified quality labels,and quality label trust,richness of nutrition knowledge,consciousness strength of healthy diet,initiative on consulting food safety information and whether having the habit of concerning package labels information have a significantly positive impact on the using behavior of non-certified quality labels;③residence,age,and purchasing place have a significant impact on the using behavior of certified quality labels,and education level,family income,quality label trust,concern about food safety information consciousness,strength of healthy diet,initiative on consulting food safety information and whether having the habit of concerning package labels information have a significantly positive impact on the using behavior of certified quality labels.The feature of this paper shows mainly that:food quality labels being classified as non-certification labels and certification labels,and based on large-scale survey of consumers about the using behavior of food quality labels in multiple regions,this paper identifies the key factors influencing the using behavior of food quality labels,which has a certain innovative significance in the study content and research perspective.