Study On Resident's Mushroom Consumption Behavior

China is the largest producing and exporting country of mushroom in the world.Mushroom industry is the sixth plant industry after grain, cotton, oil, fruit, vegetables. In recent years, production and value of mushroom industry is in the rapidly growing. To keep the sustainable developing momentum, quality and safety are essential. However, unsafe agricultural productions often appeared on the market, Particularly unsafe mushroom causes a township or a county was prohibited to sell mushroom. It makes people suspect the safety of mushroom production. Standing point of industrial development, it should establish the idea of "safe and secure", consider the consumers feelings, and provide service and products which meet or exceed consumer expecta:ions.And then it could promote the mushroom industry.This paper stands at safety point,and makes mushroom consumers as the research object, uses consumer buying behaviour questionnaire data in estern centra and western regions of China including Hangzhou, Ningbo, Wuhan, Changsha, Lanzhou and Yaan, analyze characteristics and changes of consumer purchasing behaviour in diffetent urban areas of China, research the basic characteristics of purchasing groups, and understand consumer awareness and attitudes of edible products, the degree of influence buy the objective environment, the degree of trust in the external environment and product purchase intention of safe edible fungi production, and some factors which affect consumer perception trust and purchase intentions. At the same time, we make an comparison among consumer buying behaviour in differernt urban areas, and at the microscope view explore the evaluation safety improvement of mushroom products from urban consumers.By theoretical analysis and empirical analysis, the paper makes some major conclusions following:middle-aged women with highly educated are the main buyers of edible products. Origin, price, freshness are considerations when consumers buy edible products. Propaganda is more attractive for youngs, meanwhile TV broadcasting can meet the needs of the elderly. Consumer awareness is not high on safe edible products, and the willing pay is not more than 120% price of ordinary products. There is no significant different among consumers'choices for ordinary edible products, However, urban consumers in eastern cities are tend to buy rare mushroom and product identification relative to central and western cities.The innovative points of the dissertation are as follows.Firstly, the research perspective is relative novel, the paper at the perspective of quality and safety, research the problems about urban consumers purchasing mushroom products.At present, there are many articles an agricultural products purchasing behaviour and mushroom consumption.But at the same view, there is fewer articles about mushroom purchasing behaviour. This paper has builds the system on urban consumers purchasing behaviour analysis theoretically, and completed an empirical study by the data of urban consumers buying mushroom in eastern central and western six cities.The second innovation point lie in the empirical method.The literatures use more descriptive statistical methods and are limited to the scope of a city, and ignore the impact of the main factors which can influence consumers buying mushroom product.This paper analysis influence factors of the safe mushroom product by the method of Logistic regression analysis, and the study is extended to six representative cities.So the study area is broader and practical significance is more obvious.