Research On Food Safety Consumption Behavior Of Rural Residents

In recent years,with the rapid development of economy,the amount of food consumption of rural residents has been fully guaranteed,and after meeting the demand for quantity,the demand for food quality of rural residents has gradually increased.At present,the safety problem of rural food market is serious,which has aroused the widespread concern of rural residents,the awareness of food safety consumption of rural residents has been increasing,and safety has become an important feature of rural residents ’ food consumption behavior.The safety behavior of rural residents in the food consumption process largely determines the safety of the food consumption results of rural residents.Therefore,the focus of the study on the food safety consumption behavior of rural residents is to study the safety behavior of the food consumption process of rural residents.By studying the rural residents’ food safety consumption cognitive status quo,the choice of the rural residents’ food safety consumption behavior and the influence factors of rural residents’ food safety consumption behavior and its transmission path,we can tease out the rural residents’ food safety characteristics and law of consumer behavior,and find out the main influence factors of rural residents’ food safety consumption behavior,which is helpful to improve the food safety consumption behavior of rural residents.China’s rural residents’ food safety consumption behavior has its own unique characteristics,including both commodity food safety consumption behavior and self-sufficient food safety consumption behavior.The study on these two behaviors can enrich the research on rural residents’ food safety consumption behavior.This paper starts with the evolution of food consumption of rural residents,summarizes the law and characteristics of the evolution of food consumption of rural residents,and analyzes the status quo of food safety consumption of rural residents.Secondly,based on the information asymmetry theory and utility theory,this paper analyzes the choice of rural residents’ food safety consumption behavior,expounds the mechanism of rural residents’ self-sufficient food safety consumption behavior and commodity food safety consumption behavior,and analyzes the difference of food varieties selected by the two behaviors.Thirdly,the paper analyzes the evolution of rural residents’ self-sufficient food consumption and the differences in the self-sufficient food safety consumption behaviors of rural residents with different individual characteristics,different family types and different geographical types,and further analyzes the changing trend of rural residents’ self-sufficient food safety consumption.This paper analyzes the rural residents’ commodity food safety consumption behavior from several stages,including pre-purchase,purchase and post-purchase.Then,based on previous studies and in-depth interviews,the influencing factors of food safety consumption behavior of rural residents were found out.Based on the theory of planned behavior,an analytical model of food safety consumption behavior of rural residents was constructed.Relevant variables were defined and scales were designed,reliability and validity of the scale were tested.The structural equation model was used to analyze the transmission path of food safety consumption behavior of rural residents.Finally,the improvement of food safety consumption behavior of rural residents is analyzed.The main conclusions of this paper are as follows:(1)From the perspective of the evolution of food consumption of rural residents,quality safety has become one of the main considerations of food consumption of rural residents,and safety has become a major feature of food consumption of rural residents.Through micro investigation,it is found that most rural residents are concerned about food safety,and factors such as gender,age,marital status,education level,occupation type,living place,family situation of infants and income affect the degree of concern about food safety of rural residents.Cognition for their own health and food security situation will affect rural residents’ food safety consumption behavior.When rural residents have a full understanding of food safety and their own health,they will actively obtain food safety information.When rural residents have insufficient awareness of food safety and their own health,they will not pay much attention to food safety information.In addition,rural residents have insufficient awareness of safe food and food safety consumption behaviors.(2)The information asymmetry of rural food market caused the emergence of unsafety of commodity food market,on the one hand,the emergence of insecurity in the commodity food market will strengthen the consciousness of commodity food safety consumption of rural residents,and on the other hand,it will also prompt rural residents to have self-sufficient food safety consumption behavior.In this way,the rural residents have developed the consumption behavior of self-sufficient food safety and the consumption behavior of commodity food safety.The choice of rural residents’ self-sufficient food safety consumption decision-making behavior needs to consider the maximization of expected total utility,which is equal to the product of expected utility of income and expected utility of safety.When the expected income utility and expected safety utility are both high,the expected total utility of rural residents’ self-sufficient food safety consumption behavior will be high.When there is a low expected utility between expected benefit utility and expected safety utility,the expected total utility of rural residents’ self-sufficient food safety consumption behavior will be low.When expected income utility and expected safety utility are in the middle range,the expected total utility of the self-sufficient food safety consumption behavior of rural residents will be in the middle range.In the decision-making of commodity food safety consumption,individual risk preference is different,and rural residents’ decision-making of commodity food safety consumption behavior is different.Risk-averse rural residents showed higher safety in their behaviors before,during and after purchase.Risk-neutral rural residents showed general safety in their behaviors before,during and after purchase,while risk-averse rural residents showed weaker safety in their behaviors before,during and after purchase.Food with high technical requirements,long production cycle,inappropriate local climate and large amount of labor need to be satisfied by the market,while food with simple production technology,short cycle,suitable local climate and less labor need to be satisfied by self-production.(3)At present,rural residents have five levels of needs for self-sufficient food consumption,including physiological,safety,social contact,respect and self-realization.Safety need is the most extensive and urgent needs of rural residents in self-sufficient food consumption at this stage.Factors such as gender,age,education level,per capita net income of the family,part-time employment of the family labor force,the situation of the family’s infants and children,and the family’s geographical location affect the self-sufficient food safety consumption behavior of rural residents.From the perspective of the influencing factors of rural residents’ self-sufficient food safety consumption expenditure,it is mainly negatively affected by the urbanization process.Further from the interaction between the urbanization rate and the proportion of rural residents’ self-sufficient food safety consumption expenditure,with the acceleration of the urbanization process,the proportion of rural residents’ self-sufficient food safety consumption expenditure presents a declining trend.In the future,with the further acceleration of China’s urbanization process,the proportion of self-sufficient food safety consumption expenditure of rural residents will further decrease,and the proportion of commodity food consumption expenditure of rural residents will further increase.Therefore,the safe consumption of rural residents’ commodity food needs to be paid special attention to.(4)For different types of commodity food,the degree of involvement of rural residents in the decision-making process is different,and the degree of safety of their behaviors is also different.The three types of rural residents’ commodity food purchase decisions,namely,high intervention purchase decision,general intervention purchase decision and low intervention purchase decision,are affected by various factors,such as the value of food,consumption habits and the importance of the group of consuming a certain food to the family.At the same time,the types of purchase decisions for the same type of food are different in different situations and at different times.Before the purchase of commercial food,rural residents,awareness of the safety problems of commercial food,will take the initiative to collect food safety information from family members,relatives,friends,neighbors,media,government,commercial publicity and other channels,also by personal knowledge and experience in the past to get the food safety of consumer information,rural residents also discern by comparing to obtain food safety information.In commercial food purchase,rural residents’ food safety consumption behavior is mainly manifested in the selection of channels,the attention of brands and signs.Rural residents’ choice of commodity food consumption channels,brand attention and logo attention are mainly affected by the value of commodity food,consumption habits,changes in lifestyle,temporary situation,business promotion activities,business shopping guide and the group importance of consuming a certain food to the family.Rural residents can follow the instructions and preservation requirements for the consumption and preservation of commodity food with high value and important to their families,while the consumption and preservation of commodity food with low value can be done with little or no safety requirements.After purchase of commercial food,if rural residents find quality and safety problems,they will take different actions in different situations.For the food with large purchase quantity and low unit price,rural residents generally do not choose to throw away,but ask for compensation or replacement.For the food with low unit price and low purchase quantity,if quality problems are found,most rural residents choose to throw it away,and then choose replacement or compensation.For commercial food with high value,if quality problems are found after purchase,most rural residents will ask for compensation,some will choose to complain,and some will ask for replacement.(5)The influencing factors of rural residents’ self-sufficient food safety consumption behavior and commodity food safety consumption behavior were determined by literature review and in-depth interview.Moreover,the paper constructs an explanatory model of rural residents’ self-provided food safety consumption behavior and an explanatory model of rural residents’ commercial food safety consumption behavior.The structural equation model(SEM)was used to analyze the main influencing factors and behavioral transmission paths of food safety consumption behaviors of rural residents.The results show that attitude,subjective norms,habits and perceived behavior control all significantly affect rural residents’ self-sufficient food safety consumption intention.Among them,the path coefficient of subjective specification is the largest.Behavioral intention,subjective norms and behavioral habits have a significant impact on rural residents’ self-sufficient food safety consumption behavior.Subjective norms and habits influence behavior partly through mediating variables and partly directly.Attitude,subjective norms,past behavior and perceived behavior control all significantly affect rural residents’ intention of commodity food safety consumption.Among them,the standardized path coefficient of behavioral attitude to behavioral intention is the largest.Behavioral intention,perceived behavior control and past behaviors have significant influence on rural residents’ commodity food safety consumption behaviors.Perceived behavior control and past behavior influence behavior partly through mediating variables and partly directly.(6)Commodity food safety consumption is the main aspect of rural residents’ food safety consumption,while self-sufficient food safety consumption is a forced choice for rural residents when the demand for commodity food safety cannot be satisfied.Therefore,the improvement of rural residents’ food safety consumption behavior should focus on the improvement of rural residents’ commodity food safety consumption behavior.Firstly,the awareness of food safety consumption of rural residents should be improved;secondly,the information asymmetry of rural food market should be improved;thirdly,the structure of rural food market should be improved;and finally,the public service of rural food market should be improved.Compared with existing studies,this study mainly makes new explorations and attempts in the following aspects: Firstly,this paper mainly studies the safe consumption behaviors of rural residents in the process of food consumption,and gives the concept of rural residents’ food safety consumption behavior,the rural residents’ food safety consumption behavior is divided into self-sufficient food safety consumption behavior and commodity food consumption behavior,enrich the research in this field.This paper analyzes the formation mechanism of the rural residents’ self-sufficient food safety consumption behavior,and provides an idea for the academia to study the self-provided food safety consumption behavior with Chinese characteristics.Secondly,based on the Ciaranov Farmer Model,the paper constructs the model of commodity agricultural production--self-sufficient food safety consumption for rural households and the model of income labor input--self-sufficient food safety consumption for rural households,which further enriches the Ciaranov Farmer Model.Applying the incentive theory to the utility analysis of rural residents’ food safety consumption behavior,the expected utility theory and risk preference theory are enriched and expanded.Thirdly,habit variables were used to introduce to the planned behavior theory,which enhanced the explanatory ability of the planned behavior theory to analyze the self-provided food safety consumption behavior of rural residents,past behavioral variables were introduced into planned behavior theory,which enhanced the explanatory ability of planned behavior theory to analyze rural residents’ consumption behaviors of commodity food safety.This paper analyzes the influencing factors and transmission paths of rural residents’ self-sufficient food safety consumption behavior and commodity food safety consumption behavior,which enriches the theory of rural residents’ food safety consumption behavior.