| The quality safety of agricultural products is related to everyone’s vital interest, relates tothe sustainable development of social economy and the stability of the country. However, inrecent years, the agricultural products quality and safety incidents occur frequently (such asclenbuterol event, poison leeks, poisonous bean sprouts, events, etc.), cause serious harm topeople’s health, affect the consumer’s purchase confidence, increased consumer distrust of thegovernment.In order to better safeguard the legitimate rights and interests of consumers, torestore consumer confidence, enhance the consumer’s trust on the government, China began toimplement the construction of agricultural products traceability system since2005. Thetraceability of agricultural products can be in a certain extent, solve the problem of the qualityand safety of agricultural products,when there is a problem of quality and safety ofagricultural products, it can be traced back to the first part of the problem occurs, targeted tomake decisions, when necessary, recall of agricultural products, but also can produce allaspects related to the regulation.Consumers are the final user and victims of traceability of agricultural products, basiccharacteristics of consumers, and other effects of cognitive level has important significancefor the development of the traceability of agricultural products, this paper takes Urumqi cityas an example to consumers, this paper mainly uses the Logistic econometric bivariateregression model analysis of factors influencing consumers in Urumqi can be traced back tothe cognitive level of agricultural products, purchase intention, results showed that maritalstatus, education, nationality, occupation, prices and other factors have significant influenceon consumers’ willingness to buy, finally the paper proposes some countermeasures from thegovernment, enterprises and consumers, NGO organization, the farmer main body angle. |
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