Research On The Improvement Of Food Safety Cognition Of Rural Residents In Jiangxi Province

In the recent years, the food safety accidents happens frequently in China, which is not only a public concern but also brought a lot of attention from the CPC and the government to enforce their control and management on the safety of food. While, as the enforcement of food safety measures in the cities, the rural area turns to be the main market for those unsafe food and become the hardest hit area. The food safety in the rural area are in serious situation. As the food safety cognition can reflect the real situation of food safety in rural area. Therefore, researching status of the food safety cognition of the rural residents and factors that influence the food safety cognition is particularly important.Basing on public goods theory and a service-oriented government theory, we conducted a deep survey and research to 795 rural residents of 28 counties in the 9 districts of Jiangxi province. Except the basic socio-economic informations of the residents, we have also got their cognition and attitudes to food safety, the level of involvement in food safety issues and the service that they could get. With these data and the literature review,we created the food safety cognition model of the rural residents. Through Binary Logistic Regression model, we analysed all those factors above with the factor of food safety service that has always been neglected by the previous researches.The research result shows that:(1) Rural residents' food safety cognition is difference about the safety of different food.(2) Rural residents prefer traditional food safety information dissemination channels.(3) Factors that influencing the rural residents' food safety cognition are diversity. Among them, Gender, the credibility of food companies, the credibility of authority, the credibility of friends or family, the credibility of merchants, the possibility of a food safety incident,concern about food safety problems, acceptane of food safety problem, satisfaction about the government deal with food safety incident, the situation of buying food problem and etc influence rural residents' food safety cognition significantly. Basing on the research, four measures are proposed from the government's perspective, to improve rural residents' food safety cognition.The innovation of the research is rural residents' food safety cognitive measure and the research perspectives. Rural residents' food safety cognitive measure changes the past simple and abstract selection method but selecting several kinds of food which are common in rural areas, letting them directly determine its security levels, and determin the dependent variable of the study through the assignment score calculation method, this makes the rural residents judgment of safety awareness of food more intuitive and scientific. Research perspectives changes from focusing on the study of urban residents' food safety awareness of food in the past, but to the consumption subject of blind region of food safety regulation-- rural residents as the research object.