Safety Of Agricultural Products To Buy Behavioral Research

At present, the problem of agrifood quality and safety is still very in China, although the fundamental frame of the safety food has been shaped (including free-pollutant food, green food, organic food). As a whole, our country lacks of a systemic study to the demand and the consumer action of the safety food, it shows that we have not attached enough importance to the safety food consumers contrast to foreign countries which generally develop safe food centering on customers. Under such a background, taking Zhejiang Province as a research region, this paper analyzes various factors, which influence the action of choice, and advances some policy suggestions, through the research of the urban residents' action of consuming and choosing safety food. The main method of this research is the combination of the theory analysis and the positive analysis, moreover, the author adopts statistical software to analyze the action feature and tendency to purchase safety food, and the main mathematics model in this paper is the Logical Model. This thesis is comprised of the following six parts:In the first part, the author briefly explains some questions, such as the background and the intention of this thesis, the definition of safety food, the content of this research and so on.In the second part, this paper reviews the evolving phases of the research on the food safety, and summarizes the fruits of the research on the consumer's attitude, cognition and purchasing action to food safety.In the third part, based on the consumption economics theory, this paper analyzes the intention of purchasing the safety food and the factors influencing the action of choice. Through summarizing the conventional purchasing behavior model, the author brings forward a new model for the safety food. In this Chapter, the theory framework and the analytic model have been defined.In the fourth part, the author utilizes the investigation data to analyze the cognition level, concerned degree, purchasing willingness to the safety food etc., and educes that safety food was known by the consumers widely, and pay attention to the food safety.In the fifth part, the author adopts Logistic Model to analyze the influence that the diversified features of the urban residents in the Zhejiang Province cause on the safety food purchasing action, and educes consumer action model of choosing the safety food and thepurchasing probability of the safety food. Moreover, this paper explains the factors influencing the safety food purchasing action by economy theory, and analyzes the consumption and purchasing degree to safety food on amount, and uses Logistic model to analyze single factor with other terms limited.In the sixth part, according to the analyses above, this paper summarizes the research-conclusion, and proposes that what should be done is: bringing up the consumers' safety food consciousness, strengthening theory research of purchasing safety food behavior, strengthening the check and intendance, maintaining safety food credit, boosting safety food currency, establishing the policies such as safety food brand and so on.