The Cognitive Behavioral And Purchase Intention Of Consumers Of The Traceability Food

Since the reform and opening up, the market economy of our country has improved constantly, the national economy has grown rapidly, people's living standards has improved markedly and people's consumption habits has been greatly changed. Therefore, people for food quantity demand became quality requirements. However, people bring joy economic development at the same time also aggravate the pollution of environment, food quality and safety issues. What's more, economic interests driver prompted most food producers to reduce food production cost, In animal and plant growth for shorten the growth cycle and adopt some countries have even banned pesticides and hormone. In food production process is reduced whole industry chain technical standard and so on. has made the present much food quality safety problems occurred frequently. From San Lu milk powder to poisonous dumplings, poison leek of events such as exposure, food quality safety problems of becoming a world focus. The traceability food as a new food-safety representative, solving the food safety and raising the quality is the best choice of environmental protection ability. development traceabilitv food is the common aspiration of all countries in the world. is China's sustainable development content. is an important part of China to enhance the quality of food safety, enhance the international competitiveness of China food inevitably choice. The ultimate traceability food consumption subject is consumer, consumer behavior and purchase intention is to determine the traceability food healthy and rapid development of the important factors. Therefore, this article takes Shanghai as an example to analyze consumer food traceability of cognitive level and purchase, willingness to pay.The traceabilitv food market economy developed to a certain stage to solve the food quality safety problems arising out of an emerging food traceability food, there are many characteristics and green food, ordinary food difference. As consumption subject urban consumers. they to the traceability food consumption habits of the cognitive and how in daily life, they buy the traceability food will have how old, affect consumers' cognitive level and willingness to pay, what are the factors in these factors which significant. Based on consumers as the research object, by questionnaire get to Shanghai consumer traceability food consumption status and influence consumers' cognitive level, the main factors of purchase intention and the data was analyzed empirically.This research mainly adopts statistics of the bar chart and the econometrics binary regression analysis to research on Shanghai consumer traceability food consumption status, consumption habits and influence factors of consumers' behavior. The results of the study indicate that the traceability food development prospect, most consumers are recognized the traceability food, and express oneself in daily life have purchased the traceability food experience, Through the effect of the customers' purchasing behavior of factor analysis, the traceability food prices that affect consumers' purchasing behavior is the main factor, secondly, the research found that despite the traceability of food of consumer awareness is higher, but the traceability food to whether can truly lower food quality safety problems still exist many doubts.