Statistical Research On Food Safety Risk Perception Of Consumers

Food safety is related to people's happiness and benefit. It is the material basis for people to implement all social activities and is a strong guarantee for country's progress and prosperity. More and more people pay attention to health with the development of their country economy, scientific and technological progress of society and rich. Furthermore, the food safety issues have brought a lot of panic with the issues continue to occur, continue to disrupting people's lives. The paper research on food safety risk perception of consumers:a case of Guangzhou, and explore the factors of influencing risk perception capacity size, so as to better guide consumers to strengthen risk prevention. It will not only enhance the risk awareness of consumers, increase the ability to judge risk, but also promote food companies to achieve safety. Meanwhile, the departments can achieve the correct law enforcement and strengthen supervision and inspection, and reduce the risks of food safety.This article summarizes the results of many scholars, and combine food safety and risk perception theory, constructing a comprehensive evaluation system of Guangzhou consumers' risk perception and constructing the food safety risk perception factors model, formulating and revising a number of assumptions. Our research data obtained through field research questionnaire, and using AMOS21.0 and SPSS19.0 for analyzing and processing. The paper gets the below conclusions by using the method of Fuzzy comprehensive evaluation and the structural equation modeling.(1)The awareness of food safety risk needs to be improved. The evaluation score of only 40.73 which is the general level,and in the c grade(general awareness) close d level(perceived weak).(2)Getting four first grade evaluation indexes: ?personal risk consciousness?, ?performance risk?, ?health and socio-economic risk? and ?government functions risk?. The results show that the highest score is awareness of personal risk perception,but only 47.042, and the lowest is the government functions risk.(3)The influence analysis of consumers' perception for food safety risk has got five dimensions, ?knowledge?, ?degree of involvement?, ?level of trust?, ?emotional factors? and ?risk attitude?, which ?emotional factors? and ?risk attitude? is the biggest factor affecting.(4)This paper presents that the hypothesis is verified. ?The degree of involvement?, ?emotional factors? and ?risk attitude? are a positive impact on consumer perception of food safety risk, and ?level of trust? is the negative effect on their perception of risk.Comparing with previous studies, the article constructed the evaluation system and used fuzzy comprehensive evaluation method to valuate risk perception of consumers. We have not found scholars researched on evaluating risk perception size of consumers. It is more practical and objective than describing the consumer's risk perception by simple descriptive statistics. But the drawback is that designed questionnaire indicators are not good enough,and the weights design also require more expert assessment.