Research On Emergency Management Of Food Safety Event

At present, China is still in the food safety incident period,emergency management of government and the food enterprises in China frequently encountering questions. The root cause of food safety problems is market failure caused by information asymmetry, food risk information communication in the role of food safety incident emergency management is very important. It is of great significance to study the stakeholders' behavior and risk communication under the food safety incident to improve the emergency management capability of food safety in China.This paper begins with characteristics of food safety problems in China from 2005 to 2013 by analyzing data from media report, customer complaint and government monitoring, respectively.Secondly, analyzes the construction process and operation mechanism of food safety incident emergency management system, and analyzes the game behavior of central and local governments in food safety management. After that, analyzes producer and consumer behavior under food safety incidents by using institutional economics and consumer behavior theory. Finally, the mechanism of food safety information supply and demand and diffusion mechanism of food safety risk information are explained based on the theory of political economy and information diffusion. Policy suggestions to improve the food safety emergency management system are given in combination with EU, American and Japanese experience.The main research conclusions summarized as follows:(1) Local problems are more prominent, while the general situation of food safety situation has improvement. Since 2010, China's food safety situation has improved faster than ever before. Food safety problem in processing sector is the most prominent. Micro-organisms constitutes the main factor of China's consumer poisoning, chemical and toxic plants and animals lead to larger poisonous.(2) Industry development and the public demand promote the food safety incident emergency management system improvement, while food safety events speed up the reform process of the management of the food producers and regulators and accelerate the improvement of food safety incident emergency management system in China.The United States, Japan and the European Union has established food safety incident emergency management system with the separation of risk management and risk communication function,while China is still in the state of rule of man with less scientific risk analysis.(3) The level of economic development makes a contribution to the differences of food safety supervision level in various regions of China. Positive incentives such as reducing the cost of food safety supervision and improving food safety supervision benefit can promote local governments to take high efforts supervise, while negative incentives such as increasing the punishment cannot.(4) In the industry crisis scenario,individual risk preference is an important factor affecting consumption decision-making, consumption habits and consumption ideas help to maintain the consumption behavior of risky food. Consumers perceive the stronger the ability of enterprise's safety production, the greater the possibility of stop spending. Under the enterprise crisis, the government response and consumer's trustiness in the third party information source are the important factors that affect the food consumption decision-making. Higher trust degree and the government positive emergency management are beneficial to keep the consumer behavior. Under the enterprise crisis and industry crisis,risk perception and risk preference constitute the key factors that affect the consumption decision of consumers in China.(5) Under defensible crisis condition, the government response is superior to the enterprise response,enterprise defense strategy is superior to compromise strategy and compromise strategy is superior to the silent strategy. Under indefensible crisis condition,voluntarily recalling before losses occurred is superior to later response. There is no significant difference between defense strategy and reconciliation strategy.Consumer's occupation and income level have a significant impact on risky food consumption recovery.(6) Under the condition of food safety crisis, the factor play a role in consumer decision-making mainly by influencing willingness-to-spend in the first stage. Positive government response, higher family income and education level, trustiness in government and experts, lower risk awareness of food safety and higher risk preference will help consumers keep original consumer behavior.(7) Negative information reports exacerbate the perception of food safety risk in China, leading to the gap between risk perception and the real situation of food safety. The emergence of modern social media has enlarged the existence of information gap. Consumers' demand for food safety information usually presents the initiative to choose rational ignorance and the existence of excessive demand for negative information. Based on the different ideology position, there are also differences in the supply of media information which aims at different customer groups, and the overall performance is the tendency to take the initiative to cater to consumers' negative information preference.