Analysis On Difference Between Consumers' Concerns And Actual Purchasing Behavior Regarding Vegetable Safety

In recent years, consumer concern about food safety is growing under the influence of a series of food safety events. Coupled with increase in income and living standards improved, people's demand for safe food is very strong, especially for vegetables which are occupying an important position in people's lives, such concerns and needs strength is self-evident. Government and relevant departments through various measures to continuously improve the development of safe vegetable market to meet consumers' demand, but safe vegetables are not widely accepted by consumers. On the other hand, there are many academic studies on consumer purchase intention, but the results confirmed that the purchase will not fully reflect the actual purchasing behavior of consumers, and the future development of safe vegetables depends on the actual purchasing behavior of consumers.Therefore, the study which is about the differences between consumers'concerns over vegetables safety and their purchasing behavior are of great significance to the amendment of the purchase intention model, promote consumption of safe vegetables and ensure vegetable market continued safety and healthy development. The main contents and conclusions of this research include the following five areas:First, on the basis of research about food consumption behavior at home and abroad, combined with consumer buying behavior model and the learning model, this study constructs model regarding the discrepancy between wuhan consumers'concerns over vegetables safety and their buying behavior.The second is to start research among Wuhan consumers and survey data are used for descriptive analysis. The results showed that 90% of consumers concern over vegetables safety at different degree, but nearly half of consumers do not usually buy vegetables which are not considered safe enough even by themselves, indicating that consumers concern about the vegetables safety and purchase behavior is inconsistency, and the ratio of consistent and inconsistent is about 3:2. The highest premium of safety vegetables the consumer can bear is 40%. Consumers are general trust and satisfaction with quality signs and government safety regulation.Third, regression model of factors which influence the consistency of consumers' concern and purchasing behavior was constructed according to binomial Logistic regression model, and further investigate direction and degree of the factors. Analysis showed that general cognitive of vegetables safety, assessment about the differences of vegetables'quality and safety, evaluation of purchase convenience and confidence in the quality mark have significant positive effect on consistent. The measures complexity of post purchase has significant negative impact. The overall variables of education and total family income also have significant effects on the consistency, besides, the classification variables of these two factors effect consistency differently, the lower level of education,the more likely to inconsistent. In addition, the effects of age, family resident population, tolerance of safety vegetables'price on the consistency of the three variables are not significant.Fourth, following recommendations were proposed based on the above conclusions: to enhance consumer awareness of safe vegetables so that they can identify the differences in the quality and safety of vegetables correctly; strengthen the supervision on food quality and safety to improve consumer trust about safety certification logo; rational distribution of safe vegetables sales outlets to improve the purchase convenience.Fifth, this study demonstrated the discrepancy of consumer concern and purchase behavior and analyzed the factors that produce difference, which had a certain innovation.