Research On The Impact Of Consumer Behavior To The Agricultural Food Traceability System

In recent years, the quality and safety of agricultural food has become the focus of worldattention after its frequent problems in domestic and international. Theoretical research andglobal experience show that the agricultural food traceability system has the basic function toensure the quality and safety of agricultural food. However, the agricultural food traceabilitysystem involves many actors. The consumers are the main user of agricultural food traceability.The consumers’ cognition of the traceability of agricultural food, and willingness to pay for thefood that can be traced, are the dynamic force of tracing system construction. Furthermore, it alsoinfluences the market demand of traceable agricultural food, but also deeply affects enterprises’production practices and institutional arrangements of the government. Visibly, the consumerbehavior research has important significance on the agricultural food’ quality and safetytraceability system construction. At present, the domestic research focused on the perspective ofthe government and the producer. On the study of agricultural product quality safety traceabilitysystem construction system, compared with the abroad, the study of consumer behavior isinsufficient.This paper adopts the method of combination of theoretical and empirical. Firstly, in theory, theauthor tried to use the Consumer Economics, and Supply Chain Theory to study the universal lawof consumers’ behavior and justify the influence of consumer behavior on the quality and safety ofagricultural food traceability system. Secondly, at the empirical level, taking the consumers inNingbo city as an example, studied their behavior and the influence on the quality and safety ofagricultural food traceability system, attempted to put forward recommendations to guideconsumer behavior and improve the agricultural food traceability system.The conclusions of this paper are:(1) the consumers have sensitive perceptions of agriculturalproduct safety risk and high demand for safe agricultural food, which is the most direct impetus toimplement the traceability system for agricultural food.(2) The consumer doesn’t have highcognitive level of agricultural food, which causes negative impact on consumer demand, theacceptance of traceability agricultural product and purchase behavior, and is not conducive to theestablishment and promotion of traceability of agricultural food.(3) The consumer’s willingness to pay is mainly influenced by the level of income. Consumer willingness to pay directly affects theenterprise engagement in traceability system establishment and will also affect the standard ofenterprise implementation of traceability system.(4) Consumers’ experience of using thetraceability agricultural product and feedback are the important power to supervise the behavior ofenterprises, and also are strong supports to the improvement of the quality and safety ofagricultural food traceability system.