Research On The Awareness Of Food Additives And Food Purchasing Behaviour Of Consumer

On one way food additives make contribution to providing consumers with color, smell, and taste delicious food, one the other way they are used by some unscrupulous individuals and business units as a pretext to reap huge profits.In the asymmetric information market.consumers master poor information about the trade.they are usually in a very disadvantageous position. According to Consumer Behavior Theory, in order to meet consumers’ maximum utility, consumers are bound to take some actions to improve this situation. So. how do the consumers’ cognize the food and its related knowledge? How do they cognize the risks of fooc. additives? What will they do to reduce the risks? What are the factors that influence them to purchase foods containing food additives? Solve these problems above-mentioned, we can supply suggestions to increase consumer food additives awareness, strengthen the supervision of the laws and regulations on enterprises behaviour of using food additives, and for the government to take measures to increase the publicity of food additives knowledge and enhanced regulatory of food companies’ food additives producing.operating and use. In the end. food safety can be guaranteed.In the article, the author choose sample of334consumers who purchase food in the major supermarket in Chengdu. Then do some research on the awareness of consumers of food additives and related knowledge, consumers" awareness and avoidance of the risk of food additives, influence factors of the customers’ behaviour when purchasing food containing food additives through questionnaires, descriptive statistical analysis, multiple regression analysis. The main contents include:descriptive statistical analysis of sample characteristics, cognizance of consumers about food additives and their related knowledge, behaviour of consumers to buy food with additives, and consumers’cognizance of food additives’risks and avoidance behaviour, factors analysis of consumers’behaviour of buying food with food additives.The results show that:(1) In general, consumers’ cognitive level on food additives is low. they are not in favor of using food additive when producing food and they think that food additives could cause serious food safety incidents;(2) Consumers believe that the laws and regulations’and relevant government departments" regulatory role are not obvious when supervising the behaviour of food companies:(3) Consumers don’t want to purchase foods containing food additives;(4) Consumers do not trust the information provided by the food production companies, but they are willing to accept information provided by third-part quality assurance certification of food quality..(5) Food attribute, objective factors, risk behaviour.age and family income are factors which have significant influence on consumers’ behaviour of purchasing food containing food additives.According to conclusions above, here are policy recommendations as follows:(1) Enhance the establishment and improvement of the food additive system, improve the role of laws and regulations to regulate food additives production, circulation and use;(2) Strengthen the management of small and medium-sized enterprises, guidance and support, regulate SME food additives production, distribution and use;(3) Increase the propaganda on food additives and related knowledge, improve the awareness of the vast number of businesses and consumers on food additives; increase government supervision, improve the efficiency of government regulation.