Consumer Awareness Of Vegetable Safety And Empirical Studies Of Consumer Behavior

Vegetables are basic food to meet people’s nutritionally balanced and healthy. It is indispensable to people’s lives. In this paper, initially analysis the consumer awareness of vegetable and consumer behavior in different cultures, different ages, different sexes, different regions and different income, on the basis of the survey of650consumers in JiangSu Province. Studies have shown that:First, whether in the city or country, consumers are concerned more about the safety of vegetables. But consumer awareness of the safety of the vegetables is very limited. The evaluation of the vegetable safety is not optimistic. Second, consumers are willing to pay extra money of the safety of vegetables. The difference of safety vegetables and ordinary vegetables should be maintained within a certain affordable range. Third, the information of safety vegetable has a great impact on consumer attitudes. The consumers risk, prevention of vegetable safety mainly rely on the supervision and management of the third party, but the self-protection awareness of the risk of security vegetable is poor. Different kinds of consumers need the report of the results of market testing by government at any time, but the needs of the information on the security consumption are very low. Fourth, the ages of consumers, the influence of family, social circle and the monthly income and so on, which has a great impact on the degree of recognition and consuming behavior. Fifth, government should improve the overall efficiency of the vegetable safety management by the means of information control. The government also should strengthen the propaganda and education of the safety awareness of vegetables and the knowledge of security consumption to improve the level of safety cognition.