Studies On Consumer Willingness To Pay Dairy Food Safety

Nowadays, there is a trend to consumers demanding high-quality and safe dairy. However, the food safety problems related to the dairy have always broken out. The demand for dairy safety has increased rapidly.The issue of the dairy quality and safety poses threat either to the consumers' health.Because dairy have some experience and creditability characteristic, there is a information asymmetry phenomena in the dairy market. In order to solve the asymmetry phenomena during the dairy quality management,the government could enter into the market as the trustable third part by disclosing the quality safety information, such as certification system, the food label system, and the systems of the license for the market entrance and so on. Dairy safety management is not only an issue belonging to the dairy suppliers as well as the government and related organizations, moreover, the consumer is also playing an importance role in the dairy market, as consumers' attitude toward the dairy quality will affect the government and dairy suppliers' choice. So the study on the dairy safety information provided by the government as well as the dairy suppliers and the consumers' attitude and behaviors to the dairy safety, is very important for improving the supply of dairy qualitv safety.This article mainly contained three parts: consumer'desire of dairy qualitv safety imformation; consumer'desire of WTP for dairy quality safety; consumer'dairy qualitv safety management system cognitive. It was found that the consumers were lack of qualitv safety management system, and used logit regression model to find out some important factors of effecting consumer'desire of WTP for quality safety, find out consumers were willing to pay RMB 0.44(accounting for 29.33% to the market price)for a dairy quality safety, then given out the corresponding countermeasures and suggestions with these results.