A Research Of Urban Inhabitant’s Recognition Of Turbot Event And Their Will Of Turbot Purchasing, Taking Qingdao As An Example

The "turbot event" in2006not only directly affected the consumers’body health, but also seriously damaged the benefit of the aquaculture households who are feeding turbot and other flatfish. This event also caused a social attention to the quality and safety of aquatic products. At present, the turbot market in China is returning to the right track and the aquaculture of flatfish is coming back to life. However, some scholars still believed that the condition of turbot market is not stable. They thought that the development of the turbot market is blocked by the consumption patterns and the consumers’cognitive degree of the event. At the same time, there is a lack of the empirical analysis of the turbot market from the consumers’point of view. In view of this, this study will combine the theoretical research and the empirical research, taking Qingdao as an example, obtaining first-hand information through a questionnaire, analysing the factors which affecting consumers’ turbot purchase intention by the econometric models. At last, this study will make some relevant recommendations for the healthy development of the turbot market from multiple angles.This study arrives at these conclusions.1. The consumer’s demand, experience and the influences from the environment have played important roles in consumer’s turbot purchase intention.2. In the urban inhabitant’s recognition of turbot event, this study shows that, the female urban inhabitants have showed more attention than the males. People from26to40have showed the most attention in all the ages. The attention to food-safety events is mainly related to the educational level of people. The income level of the family do not play a important role in urban inhabitant’s recognition of food-safety event. People shows more attention in food-safety event when they have the old, the children or other kinds of vulnerable groupdisadvantaged group in their family. 3. In the urban inhabitant’s will of turbot purchasing, this study shows that, people’s reference degree has played an important role in the purchasing. The urban inhabitant’s recognition of turbot event and the channel which the consumer has chosen for the turbot purchasing make some kinds of positive effects in turbot purchasing. The consumer’s attitude to the turbot’s price and the existing of vulnerable groupdisadvantaged group in consumer’s family make some kinds of negative effects in turbot purchasing.