An Empirical Study On The Influencing Factors Of Tea Quality And Safety Based On Consumer Perception

Food quality and safety related to people’s physical health and life safety, is a hot topic of common concern of people around the world. And the hometown of China as a tea, tea drinking tradition has lasted for thousands of years, with the continuous improvement of the quality of life of the residents, health consciousness constantly strengthen, consumer emphasis on quality and safety of tea far more than before. Therefore, to improve the level of quality and safety of tea, enhance consumer confidence of tea is is extremely important. As a major tea producing province, Fujian province has a long history of tea production, and it is necessary to supervise the quality and safety of tea. This article in based on the results of previous studies, to different groups of consumers as the starting point, from the theoretical analysis and empirical analysis of two aspects in this paper, the consumer choice factors of tea and consumers of tea quality safety perception, there is help on enhancing the management of the quality and safety of tea leaves from the theory to improve understanding of Fujian tea quality and safety in a certain extent, in order to guarantee the quality safety of tea in Fujian provide practical basis.This paper in three urban areas in Fujian Province, Quanzhou, Xiamen City, Nanping City 258 consumer survey data based on consumers to tea quality and safety awareness as well as the factors influencing consumers to pick tea factors. First, the personal characteristics of the gender, age, education level, occupation, physical status and monthly income were descriptive statistics analysis, combined with chi square test and consumers of tea quality and safety degree of perception. Further construct the factor analysis model, carry on the quantitative analysis, and explore the factors that affect the consumer to buy the tea.The results showed that:(1) the professional, income, health status and consumer perception of the quality and safety of tea were significantly correlated. (2) consumers to buy tea is affected by many factors, which the freshness of the origin of tea, tea, whether green tea identification factor has high load, to determine the effects of tea quality is larger, followed by media information factor, price, safety and convenience factor. Therefore, the government and relevant departments should strengthen supervision and control of the place of origin of tea, encourage tea enterprises to actively carry out product safety certification; tea producers should strictly abide by the tea medication as prescribed, achieve higher prices for better quality; equal emphasis on application to the government and the market, effectively broaden the information dissemination channels, improve the competitiveness of the tea market.Food quality and safety has been paid more and more attention, the domestic scholars in the food safety research has made many achievements and relates to the field of mostly meat, eggs, milk and genetically modified food, this paper on the quality and safety of tea as the basis, the relationship between the search for consumers and tea quality and safety, rich and expand the research content of the field.