Research On Influence Of Plastic Food Material Safety On Consumer Behavior

With the rapid development of food technology and packaging industry,many new packaging materials and packaging forms continue to appear,followed by frequent food contact packaging safety issues,given that there are many incidents involving plastic packaging materials.Therefore,in many packaging materials,this article takes plastic packaging as the object to conduct research.In order to improve the safety of plastic packaging materials,the National Health and Family Planning Commission and the State Food and Drug Administration have formulated a series of policies and measures,but consumers’ awareness of the safety of food packaging materials still has shortcomings.The safety analysis of plastic food packaging can reflect the safety of the entire food packaging to a certain extent.To this end,this article takes the impact of the safety of food plastic packaging materials on consumers’ purchasing intentions and purchasing behaviors as a research topic,exploring the relationship between the safety of food plastic packaging materials The acceptance of packaging materials and food provides a basis for consumers’ food purchase behavior.Based on the research results at home and abroad,this paper defines the concepts of consumer behavior,purchase willingness,perceived risk,willingness to pay,and safety of food plastic packaging materials,and analyzes consumer behavior theory,information asymmetry theory,and perceived risk theory and product quality attribute theory,as the theoretical basis of research.Use questionnaire survey method to obtain consumer basic information,food safety awareness,food packaging safety knowledge and perceived risk related data,and use methods such as multivariate ordered Logistic model,binary Logistic model,structural equation model to explore individual characteristics of consumers,The impact of food plastic packaging safety knowledge and perceived risk on consumers’ willingness to pay,willingness to pay and purchase behavior of plastic packaging materials,and conduct an analysis of consumers’ declarative and revealed preference for the safety of plastic packaging materials to explore the impact Factors affecting the consistency of consumer plastic packaging material food declarative and revealed preferences.On this basis,combined with the consumer behavior model and information asymmetry theory,conduct consumer behavior selection and equilibrium analysis in plastic packaging material food,and use structural equation model to verify the influence of information asymmetry factors on consumer behavior in plastic packaging material food,And use the indifference curve and budget constraint line to complete the consumer equilibrium analysis to provide a realistic basis for consumer behavior choices in plastic packaging materials and foods.Finally,based on the impact of the safety of food plastic packaging materials on consumers’ purchase intentions and purchase behaviors,relevant suggestions are put forward in order to provide a basis for consumers’ rational consumption.The main conclusions of this paper are as follows:(1)Through the questionnaire survey,it is found that consumers pay more attention to food safety and worry about the safety of food plastic packaging materials,but do not understand food packaging,especially the knowledge about food plastic packaging materials.Some consumers can recognize the safety risks of food plastic packaging materials,but most of them have insufficient awareness of the risks of food plastic packaging materials.Empirical analysis found that consumers’ education level and income level will affect their food plastic packaging safety knowledge,while age,education level,health status and consumer food plastic packaging safety knowledge have a significant impact on the perceived risk of food plastic packaging materials.(2)Comprehensive multivariate ordered Logistic model,binary Logistic model,structural equation model and other methods to study the impact of the safety of food plastic packaging materials on consumers’ purchase intention,willingness to pay and purchase behavior.The results show that education level,food plastic packaging safety knowledge,and perceived risk have a significant negative impact on consumers’ willingness to buy plastic packaging materials and food,and there is a positive correlation between health status and consumers’ willingness to buy plastic packaging materials,gender,age,There is no correlation between income level and consumers’ willingness to buy plastic packaging materials for food;gender,income level,consumer food packaging safety and perceived risks are important factors that affect consumers’ willingness to pay for plastic packaging materials for tea;Income level,food plastic packaging safety knowledge,and perceived risk have a significant negative impact on consumers’ plastic packaging materials and food purchasing behavior,gender has a significant positive impact on consumers’ plastic packaging materials and food purchasing behavior,age,education level,and health status Consumers’ plastic packaging materials and food purchase behavior have little impact.It can be seen that there are obvious differences between consumers’ willingness to buy plastic packaging materials,their willingness to pay,and their buying behavior.(3)Using Stata12.0 software to analyze consumers’ declarative preference and declarative preference consistency influencing factors through binary logistic regression,it is found that gender has a significant influence on the inconsistency of consumer declarative preference and significant preference,income level,Food plastic packaging safety knowledge and perceived risk have a significant impact on the consistency of consumer declarative preferences and distinctive preferences,while age,education level and health status have little effect on the consistency of consumer declarative preferences and distinctive preferences.(4)Combining consumer behavior model and information asymmetry theory,conduct selection and balance of consumer behavior in plastic packaging material food,and use structural equation model testing to find out that information collection,information cognition,perceived risk,consumer expectations,etc.Intentions,behaviors,attitudes,and community relationships have an important impact.In addition to individual characteristics of consumers,information asymmetry and food packaging safety knowledge will affect consumers’ consumption intentions and consumption behaviors.Through the indifference curve and consumer equilibrium,it is found that only when the marginal substitution rate of plastic packaging material food and other packaged food is equal to the price ratio of the two,the consumer choice efficiency can be optimal,that is,an equilibrium state can be reached.(5)In view of the impact of the safety of food plastic packaging materials on consumers’ purchase intention and purchasing behavior,in the future,we should strengthen the promotion of plastic packaging materials and food,strengthen the risk control of plastic packaging materials and food,and improve the safety management of plastic packaging materials and food.