Studies On Purchase Intention Of Safety Foods For Consumers

With increasing complexity, internationalization and diversification of the modern food system, the possibility of food contamination in the whole chain on production and circulation is increasing. At the same time, the uncertainty produced by science and technology for food is increasingly apparent. Consequently, the world's food safety situation is not optimistic and great accidents occurred to one after another. In order to tackle severe food safety situation, many national governments and international organizations have to act and take effective measures. In the circumstance, for the sake of gradually establishing a food safety certification system and improve food safety situation, Chinese government has also started its own safe foods production and certification. However, the significance of developing safety foods in China is not just limited to this, another important purpose of the government is to promote the development of the food industry and improve farmer incomes by this means. Because of the existence of the above sense, safety foods production and certification in our nation reveals a relatively rapid development. Nevertheless, there are still gaps relative to other developed countries. Moreover, the share of international market on safety foods is still too small in china. The government needs to continuously intensify safety foods development. However, the effect of Chinese government's efforts requires not only producer cooperation but also consumer cooperation. Consumer is both the ultimate goal of the entire foods chain and the ultimate enabler on foods value. Consumer attitude and intention on safety foods would produce a profound impact on the acts and choices of the government and food industry. Moreover, consumer food safety practices also determine the utility of the government and business. Therefore, there is an important practical significance processing thoroughly study on safety foods consumption from a consumer perspective.On the other hand, from the initial purchase behaviors to the current purchase intention, from the initial determinant factors analysis on purchase intention or purchase behaviors with the lack of clear conceptual framework to the currently thorough exploring on purchase intention with behaviors intention theory (especially the theory of planned behavior). The study of safe foods consumption has experienced a gradual deepening process. Nevertheless, it is necessary to further develop on safety foods study in the aspects of the explain model for purchase intention, the cross-cultural validation on the determinants factors and the determinant mechanism of purchase intention. Therefore, processing thoroughly study on Chinese consumers purchase intention for safety foods is of great academic value.Based on the above practical and academic value, this papers according to the idea of empirical study, that is, propose issues→establish models→collect data→test hypotheses→explain results, with the theory of behavior intention and the actual characteristics of Chinese consumers as the basis, has processed a systematically studied on safety foods purchase intention for Chinese consumers. The paper has explored the determinants factors and the determinant mechanism of purchase intention. Moreover, proposed the recommendations on promoting safety food consumption for Chinese consumers.In the beginning, the paper has processed a detailed review and assessment on the study history of consumer behaviors, the studies of safety food consumption and the research progress of purchase intention on safety food. On this basis, the main body of the paper is divided into two phases, that is, exploratory study and Confirmatory study.Exploratory study's purpose is to build the explanatory model of purchase intention regarding safety foods of Chinese consumers. As the framework of the explanatory model has been basically established in research Review, the focus of this phase is to determine the determinant factors of purchase intention on safety foods for Chinese consumers through qualitative research method. As an extension of the explanatory model research and the basis of confirmatory study, the content of measurements on twelve variables which are included in the explanatory model are investigated in the phase. For eleven latent variables in the explanatory model, the paper has processed item purification by t-test and item-total correlation method. As a result,8 items are deleted in the relevant variables. Furthermore, the paper has processed on the reliability and validity testing of scales. The results showed that: there is good reliability and validity in the majority of scales, so they can be used in the follow-up study.The main work of confirmatory study consists of two parts:firstly, based on the explanatory model of purchase intention regarding safety foods of Chinese consumers, the paper has constructed five linear regression models which regard purchase intention as the dependent variable. Attitude, norm(subjective norm, moral norm), perceived behavioral control, belief (benefits for health, wildlife and environment on safety foods, risk for producers on safety foods), information (subjective knowledge, objective knowledge, degree of food label use, purchasing frequency on safe food, trust in safety foods institutions), socio-economic variables (educational degree, annual income) and demographic variables (area of residence, gender, age, marital status) has been respectively verified in the five model. Secondly, the determinant mechanism of purchase intention regarding safety foods of Chinese consumers has been verified by the method of structural equation modeling. The verifying has been processed in the analytical framework for the determinant mechanism of purchase intention regarding safety foods, which is actually simplification and improvement on the explanatory model of purchase intention regarding safety foods of Chinese consumers in exploratory study, based on the result of verifying on the determinant factors purchase intention.In the end of the paper, on the basis of some significant determinant factors of purchase intention (including demographic and socio-economic variables as control variables), total effect of variables on purchase intention and the determinant mechanism of purchase intention which are explored in the study, combining with the understanding which are obtained by interviews in Fuzhou City and Xiamen City. The paper presents six concrete recommendations on promoting safety food consumption for Chinese consumers. Moreover, the paper concludes the main conclusions, innovative points, the limitations and the prospects of the whole study.