A Study Between Perceived Risk And Supermarket Safe Vegetables Buying Behavior

Safe vegetables in China mainly include green vegetables, organic vegetables,pollution-free vegetables, refers to certain standards and requirements of productionwith ecology, safety, high quality, high yield, high efficiency characteristics, andobtained the corresponding green signs or environmental certification of agriculturalproducts.Safety of agricultural products quality and safety of vegetables as the maincomponent of system of our country, is a safe and high quality agricultural productsproduction and consumption of the basic types, is the upgrading of consumptionsubstitution and ensure food safety, enhance produce market competition ability isobjective need, also is our country modern agriculture and agricultural developmentdirection.In the late nineteen eighties, there is arisen a wave of green consumption abroad,the representative for green (organic) agricultural products of the rapid growth ofdemand, thus enhancing the safety of vegetables consumption desire, but with thecommon produce are compared, safety of vegetables in the market share is relativelylimited (liquid milk and dairy products except).The main reason lies in the securitymarket to appear "applaud not draw a large audience" awkward situation, consumersafety vegetables and the potential demand and consumption will not significantlychange into realistic purchasing behavior, form safe vegetable produce and sale notflourishing, at a low level of market supply and demand situation, cause industryprogress is slow.Therefore, in order to solve the security problem of vegetable industrydevelopment it is necessary to study the safety of vegetable consumption behavior.In theconsumer behavior study, perceived risk as an important internal variable, consumers inthe empirical field has play a decisive role position, the positioning is the main riskperception and safety of vegetable supermarket buying behavior.This paper first on the vegetable security concept definition and presentation, basedon the reviews of related theory and the review, on the basis of previous research resultsbased on the model of construction and define variables, the main research methods arequestionnaire.Having collected a large amount of data, using statistical analysis toolsSPASS performed various statistical analysis, verify the hypothesis, that the results ofstatistical analysis.Finally come to the conclusion of this paper and relevant suggestions. In the perception of risk, based on the previous studies, combined with safetyvegetable research and practice, the perceived risk is divided into six dimensions:perceived economic risk, perceived quality safety risk, perceived trust risk, perceivedrisk, perceived psychosocial risk, perceived risk in convenience.As a moderatingvariable of a farmers market factors, choose fresh, price, location in three aspects asmarketing factors.The statistical analysis shows that, in the six dimensions of perceived risk,perceived quality and safety risk in the first place, ranking after two were psychosocialrisk and risk of incident, and perceived economic risk at last.This paper presents thehypothesis that, through the empirical part of all aspects of the inspection, found thatconsumer supermarket vegetable security purchase intentions and perceived risk in threeaspects according to the importance of relationship stronger, respectively in order ofperceived quality, perceived risk, the event risk and perceived risk in convenience,while the other three assumption for perceiving economic risk, perception trust risk andperceived psychosocial risk relationship is not so obvious.Regulating variable farmersmarket factors, consumer choice farmers market is mainly looking fresh degree andlocation advantages, and price factors are not so obvious.Finally, according to the above results, this paper draws the following foursuggestions.First, from the logistics link proceed with, to ensure the safety of vegetablequality, reduce consumer’s quality safety risk.In second, a reasonable guide event riskdiffusion, reduce consumers’ perceived risk events.In third, site selection, strengthen thechain, increase the service value, reduce consumer convenience risk.In fourth, fosterstrengths and circumvent weaknesses, play compares a dominant position.