Study Of Consumers’ Risk Perception Of Dairy Quality Safety And Risk Relievers In Nanjing

In recent years, dairy consumption is rising rapidly, and dairy industry is developing rapidly and has become one of the most important food industries. Dairy safety s is directly related to the health of consumers and stability of social economic. With quality and safety of dairy products incidents occurring frequently in recent years, the quality and safety of dairy products has already become a problem attracting consumer, government, etc. Consumers play an important role in the management of dairy quality and safety. It is the risk perception of the quality and safety of dairy products that determines the consumption of dairy rather than the risk itself. Consumers’risk cognition of dairy quality and safety has dynamic role to the supervision of the food safety. This is an important component of supervision system of dairy quality and safety. But consumers’ perception of risk often distorted the real risk of dairy quality and safety. Consumers make a correct understanding of dairy quality safety risk will benefit the government in better managing dairy quality safety problems.With a questionnaire survey about Nanjing consumers, this paper firstly describes the perception of dairy quality and safety from the perception the overall characteristics of dairy quality and safety, the perception of specific risk factors, and the perception of dairy products quality and safety signal. Besides, a comparison between the actual and perceived risk of the overall characteristics of dairy quality and safety as well as the perception of specific risk factors will be made. Then by using principal component analysis method and multiple regression model quantitatively analysis the effects of social psychological factors on perception of the quality and safety of dairy products, and explores the effects of characteristics of population variables on quality and safety of dairy products through the independent sample t-test and single factor analysis of variance. Finally the principal component analysis is used to explore the consumer preference for risk aversion measures of dairy quality safety, and using the independent sample t-test and single factor analysis of variance to explore the effects of population characteristic variable on it.The research results show that consumer exaggerated the risk of dairy quality and safety and the risk factors of it. Consumers generally have a high level of perception to a few kinds of quality and safety of dairy products signal, such as odor, color, taste, price, the seller’s reputation, and product brand and product label.What affects the perceptions of risk factors of dairy products are four factors, including understanding degree, the serious consequences, and the consequences processed, and can’t identify. In addition to the understanding degree, the three other variables have very significant influences on dependent variable, and the influences of various independent variables are positive.The consumers’preferences for reducing risk can be divided into four factors, quality guarantee, information search, and credit guarantee. And according to the preferences from high to low sort in order:information search, credit guarantee, quality assurance.