The Analysis Of Influencing Factors On Willingness To Pay For Quality And Safety Of Aquatic

With the continuous improvement of living standards and improve our residents’ income, consumer spendingon agricultural products, aquatic products gradually from quantity to enjoy the type of change, the quality andsafety of aquatic products consumers will be more demanding. However, due to the current quality of our aquaticenvironment affected by fisheries, fishery drugs residues, parasites and other microorganisms, is a sharp decline inthe quality of aquatic products and aquatic products will lead to security problems occur. Crabs, apple snails, perch,turbot and other incidents not only harm the interests of consumers and the safety of a very bad impact on thequality of aquatic products, the long-term development of the country and even damage the government’s imageand fisheries. Aquatic people’s daily necessities, which has public goods, providing high quality, safe seafood willsurely benefit every member of society. Based on the Shanghai and Hunan Loudi consumer survey data obtainedusing SPSS data analysis software on the quality and safety of aquatic products affect consumers’ willingness topay factor for empirical analysis. The thesis is divided into six parts:The first part describes the background, purpose and content of the study and research methods topics.The second part is a study on the current domestic and international consumer awareness of food safety,behavior and willingness to pay research review.The third part is the domestic consumer willingness to pay for the definition and methodology, and selectedon the basis of previous studies of gender, age, education level, family income, the average monthly cost ofagricultural products, aquatic products, current prices, Dimensions aquatic seller reputation, quality and safety ofaquatic products, purchase channels, breeding ground for fish quality and safety assessment of the current12variables to secure the willingness to pay for model building quality seafood to consumers and explain the modelvariablesThe fourth part of the sample survey Shanghai and Hunan Loudi data obtained descriptive analysis. Theresults showed that: consumer safety assessment of the current quality of aquatic products, the two regionssurveyed for the evaluation of the quality and safety of aquatic products currently generally considered safer.Loudi region has65.9%of respondents who believe that the current quality of agricultural products in more thansafety; Shanghai region has94.8%of respondents who believe that the current quality of agricultural products inmore than safety.The fifth part is the same for the two regions to obtain variable data factor analysis of three common factorswere defined as brand awareness factor, the balance of payments needs conscious awareness factor and factor. Onthis basis, the two regions were affected fish quality and safety of consumer willingness to pay factors were binarylogistic regression, the results show: the Shanghai area consumers’ willingness to pay by monthly family income,the monthly cost of agricultural products, the seller reputation, water product quality and safety, purchasing channels, and the role of the larger impact of farming land; while consumers in Loudi education by gender, age,quality and safety assessment of the current fish, aquatic current prices and willingness to pay Dimensions sizegreater influence.The sixth part summarized the findings put forward corresponding countermeasures and suggestions:Different regional government in the promotion of safety of aquatic products, the focus should be different;enhance aquatic origin and seafood market supervision and management. Improve aquatic certification andaccreditation system for certification of aquatic appropriate subsidies; aquatic origin and strengthen marketsupervision and management of aquatic products, aquatic products increased penalties for corporate or private, andto further strengthen the aquatic production standards enforcement, the implementation of quality and safety ofaquatic products traceability system. Increase the quality and safety of rapid testing technology R&D investment;actively promote the development of efficient, safe, new alternative fishery drugs and vaccines residue, improvingthe quality of aquaculture; strengthen environmental management breeding waters, aquaculture planning andmanagement of scientific breeding waters capacity, the establishment of new environmentally friendly mode ofsustainable aquaculture, establish and improve the aquatic environment monitoring and traceability managementmodel; business aspects of aquaculture to accelerate growth patterns; efforts to develop safe seafood marketingchannels; create their corporate security aquatic brand, established brand.