Analysis Of Consumer Purchase Intention An Empirical Traceable Pork

With the continuous growth of economy, consumers purchase level is also rising, but at the same time the food problems also start to happen, causing serious harm to the people, food safety and quality problems gradually has become a focus problem. Pork as the main consumption of meat in China, sales have been in the top of meat, by the majority of consumers love. But with the "Clenbuterol" affusion pork safety and quality problems, such as the occurrence of the event, a direct threat to most of the health of consumers, the impact of large area, causing great fear to consumers, the market economy has had a turbulent.Traceability of pork is in this case to solve the pork quality and safety problems and a new derivatives. Traceability of pork products should be marked with labels, and labels are recorded from the information of breeding until pork sales to consumers throughout the production chain, all the product information to enable consumers to purchase through the query tag pork understanding. To reduce the occurrence of food safety, also can appear quality problem in the food, quickly identify problem areas and the relevant person in charge, in a timely manner to the problem of food recall, reduce the impact problems of pork harm. Then as the final buyer traceable pork, whether consumers know or understand the traceability of pork, willing to buy traceable pork in daily life, affect consumers of traceable pork cognition and purchase intention which are the main factors. This paper takes the consumer as the research object, main factors in Jiangxi province of consumption status of traceability of pork and cognitive level and influence consumer purchase intention through the questionnaire, and the data for empirical analysis, using two element regression analysis to study on the factors of the purchase intention can be traced back pork and its effect in Jiangxi province consumer on. The results of the study show that the consumer to the traceability of pork is relatively high degree of concern, and family annual income on the cognitive level, can be traced back to the traceability of pork pork is trust and price of these four factors for the consumer o buy traceable pork have significant effects.