Consumer Confidence Of Food Safety Research In China, From Research In The Field Of Dairy Products

Food safety situation is not optimistic about the country as a whole andin the form of very grim. Repeated food safety issues, media coverageof emerging food safety issues, the state also introduced various lawsand policies related to food safety, but still can not stop the occurrenceof food safety incidents. Food safety not only affect the health of theconsumer ’s body and life, but also reduce consumer confidence in ourgovernment, food manufacturers and food distribution companies, moreimportantly, will affect the reputation of China’s food manufacturingcompanies in the world and status, the impact of China’s economicdevelopment and social stability. From the consumer behavior analysis,the decline in consumer confidence in dairy products affect their consumerbehavior, and consumer confidence and dairy brands, labels, farmers,vendors, etc., relating to the ability, in addition to the occurrenceof food safety incidents and media coverage of food safety incidentscapacity, frequency, quality and so on will be different degrees of impacton consumer confidence in the change of the product. Immaturity of China’sdairy market in recent years, often dairy safety incident exposure, whichnot only detrimental to the corporate image in the international arena,but also affect the company’s position in the minds of consumers, andeven affect consumers of dairy products as a whole food safety confidence.Food safety regulators through data show65.4percent of consumerconfidence in the safety of dairy products lack, suggesting that lackof food safety supervision, especially dairy products, a serious blowto consumer confidence. Therefore, our dairy industry enterprises needto find a transformation of the way, the government should strengthensupervision of dairy products to enhance the industry into a standard,develop and improve food safety laws and increase penalties for violationsof food safety, which regulate China’s dairy market, industry structure, enhance consumer confidence in food safety, to solve the problem of foodsafety from the source.Relationship from both internal and external factors aspects of researchin the dairy food safety consumer confidence and trust and confidence inthe organization of this article and, more specifically Internal factorsinclude consumer ’s gender, location, age, disposable income, familymembers and educated basic personal information, external factorsincluding the government, manufacturers, farmers, vendors, five mediaorganizations, for example the analysis of consumer dairy food chain inthe organization of these three to five relationship of trust andconfidence between a consumer dimension. The innovation of this paper isa more comprehensive analysis of the object and combines the threedimensions of trust-openness, awareness and ability, using EXCEL, SPSS,LISREL software using descriptive analysis, reliability analysis,validity analysis, factor analysis research methods, regressionanalysis, the results show a better level of confidence and a high levelof trust related to consumer confidence in dairy products for example foodmanufacturers is larger than the degree of trust in the otherorganizations on the food chain, and trust the three most importantdimension is the dimension capacity, opening dimension is less important.Structural equation model to model consumer confidence in food safetymodel and empirical research, first of all, the basic theory of structuralequation modeling provides an overview based; secondly, on the basisof structural equation modeling theory and research on actual data,construct an empirical study of this article the conceptual model ofconsumer confidence in food safety, and the variables and indicatorsexplained proposed hypothesis; then fit the two indicators from the basicparameter estimation and the overall situation of the fitting to builda conceptual model tested to verify the constructed conceptual model ofrationality, while the results of the study by path analysis hypotheses, and finally the evaluation results of the practice model data wereanalyzed and summarized. Moreover, the study also shows that by focusingon a different organization of different dimensions of trust, can enhanceconsumer confidence in dairy food safety. Simply means that the differentdimensions of consumer trust in different organizations differ in theextent of the impact on consumer confidence in the safety of dairy foods.Finally, from the government, manufacturers, farmers, vendors and themedia point of view, to discuss how to restore and rebuild consumerconfidence in food safety.