Students’ Dimensions Of Food Risk Perception In Dairy Products

In the modern society，Judge things the level of risk, and take the necessaryaction has become accustomed to people’s life of things. Especially in food risk,edible not safe food will harm to people’s physical health, and even lives. This paperaimed to examine the impact of food risk dimensions method, and to study whetherthere is a connection between the risk perception degree and the public food cognitionof purchase behavior of consciousness. Due to different food has different riskdimensions, so the study to dairy products as an example, using Jilin Universitystudents as the research object with different research methods, analyzed the dairyproducts risk dimensions which can affect the level of public risk perception, and toexplore whether the degree of the public risk perception will have an impact on theintention of buying behavior.Through the research found that: Not all of the risk dimensions can affect the riskperception of dairy products, different dairy products risk dimensions significantdifferences in the extent of risk perception. Public awareness of the dairy products inthe past buying behavior does not affect the judgment of the degree of risk perceptionon dairy, but dairy judgment of the degree of risk perception on future intentions topurchase behavior have a significant effect.Other conclusions are as follows:1. College students has a higher frequency in the purchasing behavior of dairyproducts, but the total purchase amount is not high, and to the class of liquidmilk-based, it shows that dairy products did not become the necessities of lifefood of college students;2. Not all of the risk dimensions can affect the risk perception of dairy products,some dimensions can affect the judgment of the public on the level of dairyrisk perception with a greater extent, these dimensions belong to the healthrisks; 3. The public dependent on risk perception in food materials to a certain extent,but does not look importance to the Government’s health advice;4. Public awareness of the dairy products in the past buying behavior does notaffect the judgment of the degree of risk perception on dairy, but dairyjudgment of the degree of risk perception on future intentions to purchasebehavior have a significant effect;5. Change of the degree of risk perception can be changed to some extent theintention of buying behavior of the public;6. Learning about different promotional materials can affect public dairy degreeof risk perception.The innovation of this paper is in the method, but there are still someinadequacies remaining to be future improvement.