Research On Consumer Cognition And Use Behavior Of Food Packaging Labeling Information

Food and safety come as the first. Food safety issue concerns people’s health and life security, social harmony and stability. Whether it can ensure the safety of the "tongue" is a major test on our party in its power and its ability. Information asymmetry is not only the basic cause of food safety problems, but also the most important factor that affect consumers’ trust in food. Food label is an important carrier for suppliers to deliver product information to consumers, which has become the most direct and effective way for consumer to know food quality and safety information. Consumer’s food safety risk cognition remains a high level under the frequency food scandal background. To enhance consumer trust, it is important to transfer the quality information in the form of food label. On the basis of analyzing consumers’ demand for different food labels, studying consumers’ cognition and using behavior of food packaging label is the key to promote the development of market standardization.This paper used structural equation model(Structural Equation Model, SEM) as the foundation, to build the research framework of consumers’ demand for packaging information on food labels and influencing factors, and then based on a sample data of 348 consumers in six cities in Shandong province, took milk as an example and studied consumers’ cognition and usage condition for the label cognition of the basic food, milk, and then analyzed the main factors influencing the cognition using SEM.The findings showed that under the background of public’s high attention on food quality and safety, consumer’s trust level, attention degree and convenience evaluation in different packaging label information of milk was relatively consistent,but individual information still showed that their existed contradiction between consumers’ information demand and packaging design. At the same time, the study found that food safety consciousness, consumers’ degree of food involvement and label trust degree had positive significant impact on consumers’ label cognition degree and using condition, while food risk perception had negative significant impact. The government should establish effective food labeling information transmission mechanism, strengthen the supervision and examination on the vendor,and strengthen the education and training on the supply subject.