The Research On Consumer Behaviors Of Safe Vegetable In Nanjing

With the rapid development of the national economy since reform and opening, urban and rural residents’ income and living standards have improved significantly. The standard living of people has been a significant improvement in diet. Consumers focus on nutrition and food security more and more. Vegetable as traditional agricultural product is the main source of nutrition for people. It’s closely related to consumer’s life and health. However, in recent years, with the increase of the consumption of vegetable and the recurrent occurrence of endangered incidents of vegetable, food safety of the vegetable has already become an important problem among consumers. At present, food safety issues are equally prominent, the main issues focused on pesticide residues, additives and vegetable pollution. Vegetable food safety problems have been concerned by consumers, government, business and others. Consumers have concerns on food safety of vegetable, and consumer awareness of food safety for vegetable will certainly have some impact on consumer behavior. Therefore, in this context, the research on consumer behaviors of vegetables based on food safety has far-reaching significance.This paper is based on previous studies and combined with the vegetable industry in Jiangsu Province, according to the information search theory and the theory of consumer behavior research. This paper explored the factors impacted consumer awareness of food safety from a consumer awareness of food safety for vegetables. And then build a cognitive model of consumer awareness of food safety, and make relevant assumptions, and use of empirical methods of analysis. On this basis, this paper explored the impact consumer awareness of food safety for vegetable to consumer behavior, through regression analysis. And then this paper found the vegetable-based food safety of the consumer buying behavior factors. Research methods used in empirical research methods, through questionnaire design, survey and recovery, get data, the use of measurement software for processing and analysis of the hypotheses. Through consumer awareness and consumer behavior vegetable studies, the following conclusions:The understanding of food safety knowledge is impacted by the degree of consumers’ level of education, families with children, the degree of concern on the quality, the experience of the purchase; severity of consumer perception of food safety issues is impacted by gender, age and food safety knowledge.The wishes consumers buy safe vegetable are impacted by their household income, and itswillingness to pay at a premium, consider the importance of brand factors in theperception of the severity and the purchase of the food safety issues.From the prospective of the consumer awareness and consumer behavior, this paper point out the suggestion for the government, business and consumers. The paper put forward that government should promote consumer awareness of food safety and be a reasonable guide to consumer behavior of those vegetable; and put forward means and measures to develop the industry vegetable industry, in particular security and brand vegetable; and consumers should improve their security awareness, choose security vegetable to purchase. This paper provide a theoretical basis for the vegetable industry on one hand, it also provides protection for the consumer food safety on the other hand.This paper has practical significance.