Research On Consumers’ Purchasing Willingness In Jilin Province From The Perspective Of Pork Safety

Food safety has already become an international issue. With the improvement of people’s living standard, consumers pay more attention to meat’s quality than quantity.At present, China, as a large country of pork production and consumption, its production has already leaped to the world’s first. However, with the recent continuous food safety incidents, such as "lean meat powder", pork’s safety has become a very important and urgent problem. Whether the quality of pork can be guaranteed has a direct influence on the maintenance of social stability and unity and the competitive advantage of pork in the world market as well as people’s health. The production of pork is used for consumption finally, so the consumers’ cognition, selecting attitude and willingness to pay of pork safety affect the production and processing of pork, and even the behavior of business enterprises.The study in this paper is based on previous researchers’ theory and experience. I hope that it can provide further source materials for domestic food safety study, especially in the aspect of the consumers’pork purchasing behavior. Jilin province is a main province of pork production and consumption. Based on the respective survey in the middle, east and west, and the rural and urban areas in Jilin province, this paper studies Jilin residents’purchasing behavior of safe pork and its influencing factors, and proposes some relevant suggestions.The first chapter is the introduction. It talks briefly about the study background and significance, the study purpose, content and method. It also includes the conclusion of evolution stage of food safety study and systematic literature review concerning the study progress at home and abroad of consumers’ cognition, selecting attitude and willingness to pay and the influencing factors of consumers’behavior.The second chapter is to analyze the current status of pork safety and pork consumption in Jilin province.The third chapter is to make a statistic description of consumers’ purchasing characteristics. Based on the survey on consumers in Jilin province, this part makes the comparison of the pork safety cognition, purchasing willingness and behavior in the middle, east and west and also the comparison in rural and urban areas. Then it draws a preliminary conclusion.The third chapter is to make an empirical analysis of the influencing factors on consumers’ purchasing behavior. And it compares these factors in the east, middle and west and in the rural and urban areas respectively. It also analyzes the internal and external influencing factors and makes the economic explanation of consumers’ purchasing behavior of safe pork.The last chapter is the conclusions and relevant suggestions given based on the previous study. It involves perfecting the construction of pork quality and safety management system, strengthening the education and training on food safety and the management of industrial chain, improving the food quality standard system and inspection system, and enhancing the business enterprise’s management.