The Study On Consumption Behavior Of Safety Certificated And Traceable Food

With the development of economy, people’s living standard improvegreatly, food quality and safety are concerned. In recent years, Chinese food qualityand safety situation is not optimistic, the food quality and safety incidents alwaysoccur. Although there are seires of food safety problems, safety certificatedfood, traceable food, safety certificated and traceable food show unique advantages,a’nd enhance consumers confidence in food safety. The important factors which helpthe safety certificated and traceable food industry develop in healthy way are thebehavior characteirstics and purchase intention of consumers. Therefore, researchingon the consumption behavior of safety certificated and traceable food is of greatsignificance for promoting the development of Chinese industry and the safetycertificated and traceable system.First of all, this paper reviews the literature of the domestic and foreign foodsafety, traceable food and consumer behavior, and deifnes the concepts of food safety,traceable food and other related concepts. It illustrates the basic theory from theconsumers and consumer behavior, the new institutional economics explanationof consumer behavior, the decision-making process of consumer purchase and theinlfuencing factors of consumer behavior，and establishes an empiircal analysisframework about the consumers’ purchase intention in safety certificated andtraceable food. Through the questionnaire survey to collect the data of Qingdaoconsumers, it uses SPSS software to make the descriptive statistical analysis andmultiple regression analysis, details the consumption behavior of safetycertificated and traceable food and the influencing factors.The results show that，consumers pay attention to food safety, and they start tohave the initiative of choosing safety certificated or traceable food. Consumers are willing to choose safety certificated and traceable food which is double security, andare willing to pay higher pirce for its. Econometric model regression results showthat the factors which signiifcantly inlfuence the consumers’ purchase intention ofsafety certiifcated and traceable animal products are the consumer ‘s cognitionand attitude of safety certiifcated and traceable system, the age, the level ofeducation, the family size, the food safety irsk perception factors and the othervairables.Finally, the paper put forward the corresponding policy recommendationsto develop the safety certificated and traceable food in China. It shows that wecan enhance consumer，s awareness of safety certiifcated and traceable system throughgovernment platform, mass media and other means, and can promote the coupleddevelopment of safety certificated and traceable food system. In order to realize thegoal of extending in the sale of safety certificated and traceable food,the paper holdsthat we can plan to carry out marketing and product launch according to thedifferent characteirstics of the target group when we sell the safety certificated food，the traceable food, the safety certificated and tarceable food. The paper also thinksthat we should pay attention to the interaction between food brand and safetycertification of food, traceability of food，and try our best to let safety certification offood and traceability of food become an important support for food brand so as to letconsumers pay attention to safety certiifcated and traceable food. When thefood quality and safety incidents occur, paper shows that strengthening the controland advocacy role of safety certificated and traceable system can enhance therisk perception of consumers, can improve consumers’ attention of food securityfeatures，can enhance their purchase intention of safety certificated and traceable food,and can promote safety certificated and traceable system to develop in a healthy andsustainable way?...