Analysis On The Quality And Safety Of Supermarket’s Behavior In The Chain Of Supplying High Quality And Fresh Vegetable

With the rapid development of country’s economy and the constant improvement of ruraland urban residents’ income, people’s consumption concept has developed from the pastsubsistence latter shift gradually to the pursuit for life. Vegetables serve as the necessities inpeople’s daily; its quality and safety problems not only relate to the national’s physical andmental health, but also concerning competitiveness in the international market, efficiency ofagriculture,and the improvement of farmers’ income. Therefore, the Chinese government hasalways pay close attention to the vegetable quality and safety problems.But now with a large number of cultivated land contamination, pesticide residues, heavymetals pollution of vegetables quality and safety factor, the tip of the tongue on the dietcannot be guaranteed from the source. Together with the poison ginger, poison bean sproutsand other vegetables quality and safety incident that occurred in recent years, the urgency tosolve the problem of vegetable quality and safety have been raised to an unprecedented height,and mentioned to the agenda of the government; it also becomes the hot and difficult problemof the academic research.This paper argues that the implementation of supply chain management, establishing thetraceability system which from “fields” to “the table of consumers ", leading by thesupermarket, and the high quality fresh vegetables supply chain is an effective way to solvethis problem. The efficient and orderly movement of fresh vegetables can reduce the cost ofcirculation, stable commodity prices; it can also guarantee the quality safety of freshvegetables from the source. It is not only beneficial to improve people’s living standard, butalso conducive to maintaining social stability. Therefore, the research on fresh vegetables’circulation is very necessary. Supermarket as the terminal in the supply chain of high qualityfresh vegetables, it is the last minute to control the quality and safety of fresh vegetables. Thebehavior of the implementation of the good quality and safety can promote the healthydevelopment of high quality fresh vegetables supply chain, and it is also very important toensure the quality and safety of fresh vegetables. Based on the literature review, expert interviews, field surveys, based on the theory ofhigh-quality and fresh vegetables, according to the quality and safety behaviors formed theintegrated use of methods, such as questionnaires and statistical analysis to describe basictheory, behavioral analysis, measurement of willingness to implement good behavior analysisand behavioral suggestions to improve the four areas, more comprehensive and systematicstudy of the behavior of high-quality and safety of fresh vegetable supply chain supermarket.Research findings help to further enrich and improve the quality of our agricultural industrychain and chain theory on the " The alliance of agriculture and supermarkets" supply chainmodel building and promotion also has a positive reference and enlightenment.