Research Of Resident’s Purchasing Behavior And Cognition Of Food Safety In Less Developed Areas In China

Food and drink are necessary to support life. With economy growing, food safety such as Britain’s B.S.E, Belgium’s dioxin pollution, Japan’s bromatoxism of pathogenic escherichia coli ’0157’ and the worldwide zoonotic aftosa, has becoming a global issue. Withing in China, from Sudan Incident to illegal cooking oil and melamine-containing milk powder last few years, then to today’s "old leather shoe" Chinese traditional yogurt and contaminated capsule, instead of being mitigated, the food security issue of great public concern has become a serious threat to the health of consumers.Marxist philosophy says that cognition decides behavior. Cognition is one major factor of subjective choices. Due to stereotyped views, economic and educational backwardness and undeveloped communication of rural area, a certain gap still exists between the cognition of city dweller and that of villager. Yet how about gap of perceived risk? It is a field lack of research, The author sampled both city dwellers and villagers in rural areas, studied their similarities and differences of food safety cognition, risk perception and purchasing behavior, analysed connection between cognition, perception and behavior and then found the key of food security present situation in less developed areas from microcosmic level.In the ending, concluded that cognition and perception of risk of people in less developed areas is at a high state average, buying behavior is also more rational, on this premise, cognitive level and perceived risk level between rural residents and urban residents still exist some differences. Cognitive level of food safety and the level of perceived risk are significantly associated, cognitive level of food safety and purchasing behavior of residents are partly significantly associated, the risk perception and purchasing behavior of residents are partly significantly associated too. Analysis the reasons, buying behavior is also affected by the price of residents, income levels, consumer attitudes and other residents of multiple factors, the impact of the backward areas, the price and income are particularly important. The author only raised awareness about the factors affecting the level of perceived risk and purchase behavior that may be subject to, but not be in-depth study, this is also the limitations of this article.