Research On Behaviour Of Enterprises' Safe Agri-food Certification

The problem of agri-food safety exists in not only the domestic but also the worldwide food market, which is globally considered as one of more noteworthy issues. Safe agri-food certification, such as Hazard free product, Green food, Organic food, is regarded as the essential point and concept of safe agri-food management and in particular, the origin is safe agricultural production. Frankly, there is no safe agricultural production, there is also no the whole agricultural products safety. Agricultural producers', especially enterprises' active attitude, make for the sustained development of safe agricultural production. As a result, "the analysis on behavior of enterprises' safe agri-food certification" is the researching subject of this paper.The agri-food safety has been caused more consideration in China in recent years. More and more researchers focus their eyes on the behavior of consumers and households not enterprises. The study is organized as follows: according to the situation in China and based on theoretical analysis of economics and behaviorism of producers, especially of enterprises, suppose safe agri-food were produced on "Three products (Hazard free product, Green food, Organic food)" production base which passed by safe agri-food certification, where agricultural enterprises associated with households are considered as basic organizations to build up very important parts in supply chain. This study set up the frame of research and empirical analysis, and also briefly introduces the situation and future about agri-food safety in China. In the chapter 4, the research uses the Game theory to discuss behaviour decision-makings among households, enterprises, government, third-party organizations, consumers and social media in agri-food market which concludes that the level of agri-food safety can be improved by using information management and controlling stakeholders' behaviour . Then emphatically analyzes the investigation data from apple production in Shaanxi province in statistical way and show the result of descriptive analysis about enterprises' situation, supply motivation, outcomes after certification and their attitude towards "Three products". Based on the above analysis, the following conclusions are: agri-food certification is very important and essential. Enterprises are taking part in the building and extension of this system. In order to maximize the effects of agri-food certification, guarantee the benefits of consumer and the standard of agri-product, it should take some measures in the field of policies, services and implementations.Finally, the study concludes and puts forward some policy suggestions on the base of the above analysis: to development all kinds of agri-industrialization mode, such as "enterprise + association + production base + households"; to clarify the positioning of Chinese government functions in the administration of food safety; to strengthen the dragon enterprises' influence and consciousness of quality and safety of agri-food. It also puts forward the further research in the end.