Consumer Behavior Study On Agri-food Quality And Safety

China's rural economics has been developed rapidly after reforming and opening-up policy has been carried out. People start to pay a increasing attention to agri-food safety and quality because that on one side the high standard of living and structural surplus of agri-food require high quality of food, one the other side the unreasonable use of Agricultural inputs, deteriorating agro-ecological environment, the uncompleted market access system., behindhand regulatory means result in the prominent problem in quality and safety of agri-food. In recent years, international and domestic food quality and safety crisis reflects the continuing outbreak of the current quality of the food security problems and the grim urgency. And the current domestic-related research tends to the government and producers from the perspective of improving the quality and safety system for agricultural products and it is inadequate compared with foreign study on consumer demand and the purchase behaviors. Based on the background, the research on the urban consumer behavior of China's representative eastern, central and western provinces is trying to informed consumers' cognitive status, attitudes towards the quality and safety of agricultural products, Safety certification of agricultural products purchase behavior and its main influencing factors.By using theoretical analysis and logistic regression analysis, the following conclusions: Consumers are not satisfied with agri-food quality control and the security situation, consumers' cognition of the quality and safety of agri-food is not enough and correct. Consumers have a high level of concern for the quality and safety of agri-food and consumers' attention to the specific issue of the quality and safety of agri-food differ from region to region. Consumers lack of confidence to protect their own rights and interests when they suffer from the event of the safety of agri-food; different geographical consumer behavior differs according to the types of safety certification of agricultural products and its impact factors also vary.Based on the above findings, there are the following recommendations: Government and enterprises should strengthen consumer awareness and training, correctly guide consumption demand while managing and improving the quality and safety of agri-food, Concerning the factors affecting agri-food consumption behavior and establishing consumer-driven supply system, Strengthening the supervision and management of the safety certification of agri-food and maintaining safety-certificated agri-food and consumer' rights and interests.