Empirical Research On Influencing Factors About Rural Residents To The Cognitive And Purchasing Behavior Of Safe Food

With the development of our society and improvement of our life style, the ratio of the food industry increases gradually in the all industries and problems of the food safety are facing an unprecedented test. In recent years, incidents of the food safety happened continually worldwide, and those problems have brought great harm and threaten to human’s health. In some countries, these issues even caused political violent agitation. There are several food safety events occurred in our country just in2011, such as, the Shuanghui ractopamine event, the toxic leek event in Henan, the poisoned nitrite milk event in Gansu, the black sesame staining event, the whitebait immersed in formalin event in Qingdao, the stained steamed bread event, the poison bean sprouts event in Shenyang, the stained cake event in Hefei, the milk poisoning of students event in Shanxi, and the most notorious melamine incident and the Hogwash oil event. Under this background, more and more people focus on food safety issues. Compare with urban residents, rural residents pay little attention to the food safety, so And low-quality food gradually flow into rural. For the population base is huge, the area is broad, and the government regulation can not be perfect in rural, issues of the rural food safety occurred frequently. In summary, the study on safe food cognitive and purchasing behavior have realistic meanings about rural residents.To research influence factors of the cognition of rural residents in safe food and their purchase behavior, the author conducted a survey of rural residents in Lanjia, Caijia, Xiaohelong Area in Changchun City, which research the inherent mechanism of impacting rural residents to cognition of safety food and purchase ability, the author collated and assigned the questionnaire data, and analyzed the data by binary choice model. From the result of the empirical analysis, we found that rural residents’age, educational level,food consumption accounts proportion, regular contacting media and the understanding of the brand significantly affect cognition of rural residents about the food safety,the place of purchasing food, the understanding of the food source, the satisfaction about the complaints, brand awareness, acceptance of the food safety knowledgeable and the eager to get the knowledge significantly affected the purchasing behavior. In order to improve the awareness of safe food and the purchasing behavior of rural residents, in this paper we propose to improve rural residents’ education level, increase rural residents’ income, and increase media’ propaganda to broadcast the food safety knowledge, and establish a food safety retrospective mechanism and so on.