Research On Consumers' Willingness,Behavior And Performance Of Participating In Social Co-governance Of Food Safety

The report of the Nineteenth National Congress of the Communist Party of China pointed out that the main contradiction of the current society has been transformed into "the contradiction between the people's growing need for a better life and the unbalanced and inadequate development".Food safety,which concerns the health and safety of the people,is the most basic and important requirement of the people's growing need for a better life.The most critical requirements.China is the country with the largest population and the largest food supply and consumption in the world.It is in the period of highlighting potential risks and focusing contradictions that food safety problems are prone to occur frequently.Practice has proved many times that it is difficult to effectively solve the accumulated shortcomings of food safety in China by relying solely on the strength of the government and the market.With the development of exploration and accumulation of practical experience,the principle and theory of social Co-governance of food safety have been formally put forward and continuously improved.As the most extensive participants,the most direct stakeholders and the ultimate beneficiaries of social Co-governance of food safety,the willingness of consumers to participate,the degree of participation and the level of performance will greatly affect and determine the level of social Co-governance of food safety in China and its success or failure.Therefore,it is of great theoretical value and practical significance to study consumers' willingness,behavior and performance of participating in social Co-governance of food safety and its influencing mechanism.Based on the basic theories of social co-governance theory,planned behavior theory,social embeddedness theory and participation performance theory,this paper combines the literature results and current situation of domestic and foreign consumer participation in food safety co-governance research,and through in-depth analysis of consumer participation in food safety co-governance mechanism,constructs consumer participation in food safety and social co-governance mechanism.The overall theoretical framework of willingness,behavior and performance of co-governance in quality safety society.On this basis,1203 valid questionnaires from 10 cities(prefectures)and 10 counties(cities,districts)of Sichuan Province were obtained by random sampling and field investigation according to the classification principle.The empirical tests were carried out by using structural equation model,PROBIT regression model,TOPSIS evaluation model and multiple regression model.The mainconclusions are as follows:(1)Consumers have a high awareness and willingness to participate in the social Co-governance of food safety.Consumer participation consciousness indirectly and positively affects their participation willingness through attitude and behavior control perception(consumer cost perception,consumer effectiveness perception).Attitude,subjective norms,consumer cost perception,consumer effectiveness perception and moral responsibility perception will directly affect consumers' willingness to participate in social Co-governance of food safety.The key factors to stimulate consumers' willingness to participate are time cost,self-interest,support or pressure from key people such as family members,high sense of responsibility for promoting food safety and positive influence through their participation behavior,among which moral obligation perception is the most important one.Participation in social Co-governance of food safety has the greatest impact coefficient,which indicates that more consumers are willing to participate in social Co-governance of food safety with the original intention of promoting the level of food safety governance.(2)Consumers' willingness to participate in social Co-governance of food safety is not consistent with their behavior.Of the 1 045 consumers with willingness to participate,only 676 consumers actually participated in the social Co-governance of food safety.The conversion rate of willingness to participate in the social Co-governance of food safety was only 59%.This shows that nearly half of the consumers with willingness to participate did not participate in the social Co-governance of food safety.This is closely related to factors such as actual behavior control,alternative behavior choice,time interval,individual characteristics of consumers,etc.The existing participation system is imperfect,the way and channel of participation is single,the content of participation process is complex,the participation guarantee and incentive is insufficient,the supervision and law enforcement is not strong,there are alternative behavior choices,the willingness to participate is sprouting.The factors such as long birth time,those from rural areas engaged in agriculture and those with lower income are the key factors that lead to the deviation of consumers' willingness and behavior to participate in social Co-governance of food safety or low consistency.Among them,the actual behavior control has a positive impact on consumers' willingness and behavior consistency to participate in the social Co-governance of food safety,more flexible,simple,diversified ways and channels of participation,and greater protection or assistance from relevant institutions can enhance consumer participation.The coherence ofwillingness and behavior in the Co-governance of food safety society is very important.(3)Consumer participation in food safety social co-governance behavior is not high and single.Among the four main acts of consumer participation in food safety and social co-governance,53.4% of consumers' participation is focused on law popularization,while less than 20% in judicial and legislative participation,and the overall participation is at a very low level.According to the Lickett 5 subscale,the average value is only 1.0295.The key factors affecting consumer attitudes,government support,local legal protection level,social network and consumer's personal characteristics are whether local laws and regulations are perfect,legal procedures are simple,judicial costs are low,whether consumers have positive attitudes towards participation,whether they trust others,and where.The characteristics of community cohesion,local government support and security,consumer education,family population and so on have a great impact on consumers' participation in food safety social co-governance behavior and degree.(4)Consumer participation in food safety and social co-governance has passed the overall performance,but regional differences are large.The average performance of consumers participating in social Co-governance of food safety was 0.394,and there were huge differences in different regions.from the macro-regional perspective,the overall level of regional consumer participation performance is closely related to the level of economic development,the establishment of food safety demonstration counties,city size and county characteristics.According to the classification of the five economic regions in Sichuan Province,the average performance of Chengdu Plain Economic Zone is the highest with a performance value,followed by Northeast Sichuan Economic Zone,South Sichuan Economic Zone,Panxi Economic Zone and Northwest Sichuan Ecological Economic Zone,which shows that the performance of participation is positively correlated with the level of local economic development.From the classification of Sichuan food safety demonstration counties,the average performance value of Sichuan food safety demonstration counties which is higher than the average performance value of non-food safety demonstration counties,indicating that the construction of food safety demonstration counties will effectively enhance the performance of consumers' participation in food safety social co-governance.According to the classification of city size in Sichuan Province,the average performance value of mega-cities which is much higher than that of big cities,medium-sized cities and small cities.It shows that there is a positive correlationbetween urbanization development level and participation performance.According to the classification of county geomorphology and population cohabitation characteristics in Sichuan Province,the highest value of consumer participation performance in Plain County of Sichuan Province,followed by hilly county of Sichuan Province,mountain county of Sichuan Province and minority county of Sichuan Province,indicating that county geomorphology and population cohabitation characteristics also affect consumer participation performance to a certain extent.(5)Consumer participation in food safety social co governance performance is affected by subjective and objective factors.From the micro-perspective of individual consumers,the participants,participants and participant environment are the key factors affecting individual consumers' participation in food safety social co-governance,that is,the enthusiasm of consumer participation,the skills of participation,the degree of social organization of participation,and the independence,integrity,timeliness and timeliness of consumer participation.Diversity,the degree of government empowerment to consumers,the degree of timely communication and feedback with consumers,the degree of clarity of consumers' participation objectives,the degree of clarity of policies and systems on consumers' participation procedures,channels,ways,rights and obligations,and the social and cultural atmosphere of participation will all affect consumers' participation in food safety society.The performance level of co-governance.(6)Consumers' willingness to participate in food safety social co-governance is moderate.Among 676 consumers who participated in the social Co-governance of food safety,463(68.49%)had the willingness to participate continuously.Consumer participation performance,environmental constraints and individual characteristics are the key factors affecting consumers' continued participation in food safety co-governance.That is,the level of performance of consumers' participation in food safety co-governance,and whether they encounter such problems as lack of coordination of relevant departments,inadequate channels of participation or participation in the process of participation.The external subjective and objective obstacles such as higher cost and the characteristic factors such as consumers' occupation and living area will affect consumers' willingness to participate continuously.(7)There are some differences between urban and rural areas in the level of consumers' participation in social Co-governance of food safety.Of the 1203 samples surveyed,there were 187 rural consumers and 154 farmers.By comparing ruralconsumers with urban consumers,we can see that rural consumers' participation in food safety social co governance is lower than that of urban consumers.At the same time,compared with the consumers living in the central city of the provincial capital,the consumers living in the countryside have significantly reduced their willingness to participate in the social Co-governance of food safety and behavior consistency,which indicates that in the economically developed areas,consumers' willingness to participate in the social Co-governance of food safety is more easily translated into actual behavior;compared with the consumers of farmers and other categories,consumers of civil service institutions are more likely to participate in the social Co-governance of food safety.The consistency of willingness and behavior of enterprises,consumers and others to participate in social Co-governance of food safety is high,which may be due to the limited participation of farmers in information,ability and technology,as well as their own food supply capacity,and the lower cost of alternative behavior choice.To sum up,in order to improve the level of social Co-governance of food safety in China and actively guide the broad masses of consumers to participate in the social Co-governance of food safety,we should(1)strengthen the publicity,education and guidance of consumers' participation in social Co-governance of food safety,and create public opinion of consumers' wide participation in social Co-governance of food safety.On the atmosphere;(2)Improve the "top-level design" and "bottom structure" of social Co-governance of food safety,enhance the willingness-behavior conversion rate of consumers to participate in social Co-governance of food safety;(3)Expand the participation mode and network of consumers' social Co-governance of food safety,and strengthen the degree of consumers' participation in social Co-governance of food safety;(4)Strengthen the establishment of food safety demonstration counties and the ability of consumer participation,improve the level of performance of consumer participation in food safety social co-governance;5)Strengthen intervention and counseling to key population in key areas,and enhance the ability and degree of rural consumers to participate in social Co-governance of food safety.;(6)Strengthen the assessment and accountability of food safety supervision departments and personnel,so that consumers can participate in food safety social co-governance more confidently and vigorously.The innovation of this paper lies in:(1)Construct a new mechanism for consumers to participate in social Co-governance of food safety.Social Co-governance of food safety is the hot spot andfrontier of current academic research.However,consumers who have studied the most powerful participants and beneficiaries of social Co-governance of food safety have not paid enough attention to it,and few studies have been conducted on the impact mechanism of their willingness to participate,behavior and performance.Based on the theory of social co-governance at the forefront of food safety governance,this paper takes the most extensive participants and beneficiaries of food safety social co-governance as the research object,and takes consumers covering 10 cities,prefectures and 10 counties in Sichuan Province as the practical foothold,and prospectively reflects consumers' willingness to participate in food safety social co-governance.The theoretical and empirical analysis of behavior and performance is carried out.For the first time,the analytical paradigm based on "willingness to participate-willingness to participate and behavior consistency-behavior-Performance-willingness to participate-sustained participation" and the theoretical framework of consumers' willingness to participate in food safety social co-governance,behavior and performance are constructed in the theoretical level,which reflects the research topics and performance.The content is forward-looking and innovative,and plays an active role in enriching and developing the theory of social Co-governance of food safety.(2)Define the new connotation of consumer participation in food safety social co-governance.The existing literature classifies the ways of third party participation in food safety social co-governance,including consumers,into three categories:participation in legislation,participation in justice and participation in law enforcement.On this basis,this paper redefines consumer participation in food safety social co-governance based on the practice of food safety social co-governance and multi-disciplinary theory.In order to categorize,the category of participation in law popularization has been added,which makes the categorization more in line with the reality of consumers' participation in food safety social co-governance.At the same time,the consciousness,willingness and behavior of consumers participating in food safety social co-governance are divided into four categories: participating in legislation,participating in justice,participating in law enforcement and participating in the popularization of law.It is concluded that consumers have a higher awareness,willingness and behavior of participating in food safety social co-governance,and they have a higher awareness of participating in legislation.The lowest willingness and behavior;the awareness,willingness and behavior of consumers participating in social Co-governance of food safety in economically developed areas such as JinjiangDistrict of Chengdu City are higher than those in economically underdeveloped areas such as Hongyuan County of Aba Prefecture;and the overall level of consumers participating in social Co-governance of food safety is very low.(3)It is confirmed that the actual behavior control is the key factor to restrict the low conversion rate of consumers' willingness to participate in behavior.Some studies have paid attention to consumers' willingness or behavior to participate in social Co-governance of food safety,but there are more theoretical discussions,fewer empirical analysis,more qualitative descriptions,fewer quantitative analysis,more analysis of external characteristics,fewer studies of internal mechanism,more overall macro-inductive research and more individual micro-deductive analysis.There are few cases,and few literatures have paid attention to the willingness and behavior transformation of consumers to participate in social Co-governance of food safety.Through the research,this paper draws a new conclusion that consumers' willingness to participate in food safety social co-governance-low rate of behavior transformation.Through empirical research,it finds that the actual behavior control is the main reason that affects consumers' willingness to participate in food safety social co-governance-low rate of behavior transformation.Based on this,it puts forward the improvement of food safety system security.Policy suggestions such as drainage,expansion of participation methods and channels will promote consumers' willingness to participate in the social Co-governance of food safety.(4)This paper explores the influence path of consumer participation in food safety social co governance behavior performance continuous participation willingness.The existing literature on the performance of social Co-governance of food safety is mainly based on macro-perspective,but lack of exploration based on micro-consumer perspective.This paper constructs the performance evaluation system of consumer participation in food safety social co-governance from four dimensions of economy,politics,psychology and society.According to the planning of Sichuan Economic Zone,the scale of large and medium-sized cities,regional characteristics of counties and other characteristics,stratified sampling is carried out.The data are obtained through the construction of consumer participation in food safety social co-governance.Empirical analysis of the performance evaluation system and influencing factors model of governance reveals the inherent law of co-governance performance of consumers' participation in food safety society with different economic development degree,different city scale,different regional characteristics of counties and other factors.At the same time,from the micro point ofview,it is found that the enthusiasm,skills and degree of social organization of consumer participation are the most critical factors affecting the performance level of consumer participation in food safety social co-governance.It provides practical guidance for regions and consumers with different economic development,resource endowment and food safety governance characteristics to participate in social Co-governance of food safety.