Research On Consumer Trust And Purchase Intention Under The Double Safety Systems Of The Certification And Traceability

With the overuse of chemicals such as pesticides and food additives to improve production efficiency and increase the production, a lot of drawbacks of traditional farm products emerge gradually, which greatly reduces consumer trust in the quality and safety of agricultural products. Developed countries proposed agricultural products quality and safety certification and information traceability to ensure the safety of agricultural products earlier based on the present situation of agricultural products. In recent years, in face of frequent agricultural safety event, our country has also successively adopted the certification system and the traceability system to enhance consumer confidence in the safety of agricultural products and the competitiveness of agricultural products in international market. In terms of guarantee the safety of agricultural, the single safety system of quality and safety certification or information traceability exist incompleteness. However, the effective fusion in the double safety systems of certification and traceability can be solve the information asymmetries problem of agricultural market and improve the level of consumer trust.To make the utility maximization in the double systems of the certification and traceability function, it needs the support and responsibility of consumers, farmers,processing enterprises and governments.In the case of asymmetric information, trust is very important for the healthy development of agriculture. Domestic and foreign scholars have carried on researching the relevant contents of trust, and they also presented a variety of strategies to rebuild consumer trust, which provided a great number of theoretical basis for this thesis. However, there have seldom researches on the influence factors of trust attitude that consumer to safety certification and on the purchase intension that consumer to traceability agricultural products, based on the double systems of quality and safety certification and information traceability. Therefore, this thesis studies the following aspects from perspective of consumer trust based on double safety systems,the consumer trust to subject of the liability, the cognition and trust of costumer to double safety systems, the purchasing intention and consumer willingness to pay.Those will provide important theoretical guiding significance to accelerate theconstruction of double safety systems for Jiangxi Province.Firstly, based on the above analysis, this paper defines the concept; secondly, it organizes the domestic and foreign relative research about trust and consumer trust;and based on current system situation of certification and traceability in domestic and foreign, the related research content of consumer trust and purchase intention on safe agricultural products and the traceability of agricultural products are analyzed in this thesis; then realistic operability of the double safety systems are put forward, and the influence factors of consumer to overall trust evaluation of double safety systems are summarized. Then, from the perspective of trust, this thesis builds the theoretical model of the influence factors on consumer trust of the double safety systems, and a theory hypothesis of purchasing intention to traceability and safety agricultural products are put forward. Finally, this thesis takes Jiangxi consumer as the object of investigation and pollution-free rice as examples, and uses the Ordinal Logistic Regression Model of SPSS18.0 to analyze the variables.The conclusions show that there are lower level of consumer awareness to the double safety systems, while the overall trust in the double safety systems are better;under the double safety systems, consumers hold a neutral attitude to farmers, and they hold a distrust attitude to processing enterprises, while they hold a positive attitude to the government function; though purchase intention of consumers to information traceability pollution-free rice is strong, the willingness to pay is limited;the consumer’s gender, age, income, education level, trust tendency and family structure also have influence on consumers’ evaluation to the double safety systems.Then some countermeasures is proposed according to the conclusions: it should be strengthen the propaganda and promotion of double safety systems, so as to improve the consumer’s cognitive level; it should be to make efforts of rice planting skills training to farmers, so as to develop new mode of planting to farmers; it should be to strengthen on rice processing enterprise of regulatory efforts, so as to upgrade enterprise social sense; it should be to accelerate the collaborative construction on double systems of certification and information traceability, so as to optimize consumption environment of safety agricultural products; the unified national query platform of double safety systems information should be established, so as to improve transparency for agricultural information.