A Empirical Study On The Consumer's Willingness To Pay For Dairy Food Safety

With the increase in income levels,people's demand for food is no longer limited to the number of food and clothing,but more to the pursuit of food safety for the improvement of quality of life.According to the actual situation of the market point of view,people's demand for food safety is not translated into actual purchasing power.Therefore,the study of people's willingness to pay for food safety for the development of the food industry and government regulation of the food industry is of great value.In order to simplify the study,the paper chooses the dairy industry to carry on the research.With the gradual transformation of people's lifestyles,people gradually increase consumption of dairy products.Although the safety of melamine dairy products from the incident,the domestic dairy companies continue to strengthen safety management,dairy products,the level of security rising,government regulators have also spent a lot of cost to improve the dairy industry supervision system.However,the purchase of dairy products still lack sufficient confidence and motivation.Therefore,it is necessary to further analyze how to improve the dairy industry supervision policy,improve the relevant safety regulatory system,so as to enhance consumer willingness to pay for dairy food safety.Moreover,in recent years,the occurrence of dairy safety events also attract public attention,this time,the study of dairy industry food safety issues are more practical significance.Firstly,this paper reviews the relevant literatures on food safety issues,and summarizes the existing food safety background and the relevant literatures on food safety research methods,and finds out the context of food safety issues in this paper.This paper studies the Hangzhou consumers' willingness to pay for food safety,quantitatively analyzes the influencing factors of the willingness to pay,and puts forward policy recommendations to the government supervision and food enterprises.Then,it discusses the economic basis of this paper,including the information asymmetry of dairy market and the theoretical basis of hypothetical valuation.And then combined with the study of the theory of planned behavior,the paper analyzes the influencing factors of food safety behavior intention and deduced the frame of this paper,and put forward the hypothesis.Then,this paper collects the data by means of questionnaires in Hangzhou,and analyzes the statistical data of consumers' personalstatistic.And then,we use the CVM research method to derive the econometric model of this paper,and use the logistic regression to carry on the econometric analysis to the collected data,and finally calculate the consumers' willingness to pay for safe dairy products and analyze the influencing factors of willingness to pay.Finally,the results of the measurement results analysis,and policy recommendations.The empirical results show that the average price paid by Hangzhou consumers for safe dairy products is 3.87 yuan per bag.In this paper,ordinary dairy prices set at 3yuan per bag,consumers are willing to pay more for the safety of dairy bags per 29%price.Consumer's gender,the number of the elderly and minors in the family,the trust in the certification of food safety,the price paid by the consumer to the safe dairy products,significantly affect the consumers' willingness to pay.Moreover,the study found that consumers of dairy products to determine the nutritional value of age and willingness to pay the impact of the direction and the expected direction of the inconsistency,both of which will play a negative role in food safety and willingness to pay.