Research On The Consumers’ Behavior About The Traceability Of Infant Formula Milk Powder

Infant formula milk powder safety,which concerns to people’s health and social stability,plays a fundamental role in harmonious society construction.Infant formula milk powder safety accident happens from time to time and had attracted attention from all walks of life.Since October of 2015,all the infant formula milk powder in China had been required to implement the traceability policy mandatorily.Consumer(The final consumers are infants and young children,but refer to the buyers of infant formula milk powder in this paper)is the main user of traceable infant formula milk powder,and is one of the key power to promote traceability system of infant formula milk powder to be implemented.Consumers’ cognition,needs and willingness to pay affect the infant formula milk powder traceability policy’s effect directly.Researching consumer behavior has important meaning in the process of building the Chinese infant formula milk powder traceability system.This article comprehensive study the consumers’ behavior about traceable infant formula milk powder,based on the compulsory implementation of infant formula milk powder traceability policy.This article analysis the consumers’ cognition,needs for traceable infant formula milk powder and estimates the consumers’ willingness to pay for infant formula milk powder with different traceable information on the basis of the questionnaire,and the countermeasures and suggestions to improve the related management of traceable infant formula milk powder.This dissertation mainly includes the following four parts:The first part analyzing existing literature review at home and abroad,and establishing the research contents and research methods of the paper,and analyzing the present situation of the traceable infant formula milk powder and the influence of the traceable information on consumer’ behavior.The second part is on the basis of the questionnaire,and descriptive analyzes the consuming situation for the traceable infant formula milk powder.The results showthat most of the respondents didn’t understand and trust the traceable infant formula milk powder.By contrast,consumers most hope provide the quality and safety information of infant formula milk powder by government.Internet,TV,radio is the most primary channels that consumers get traceable information of infant formula milk powder,at the same time,the inquiring way of the traceable information,consumers prefer to use electronic information’ way to query infant formula milk powder traceable information.The third part is using the binary logistic regression model,finding related factors which impact consumers’ WTP on traceable infant formula milk powder,analyzing the factors and measuring the consumers’ WTP for infant formula milk powder with different traceable information.Analyzing results show that the consumers’ cognition,needs,kid and price influence consumers’ WTP for traceable infant formula milk powder.The consumers have the highest WTP for infant formula milk powder with a complete and detailed traceable information.Consumers have the highest willingness to pay for infant formula milk powder with complete traceable information,is 29.9%,consumers’ willingness to pay for infant formula milk powder with incomplete traceable information is 14.1%,13.8% and 11.3%respectively,consumers’ willingness reducing with the decrease of the traceable information.The fourth part is the countermeasures and suggestions to improve the related management of traceable infant formula milk powder from the aspects of policy and consume.The policy level to perfect the electronic traceability system,detail the specific requirements of the traceable information,increase the propaganda of traceable function,ensure the safety of consumer information.The consumer level should enhance the consciousness and ability of information searching,improve tracking and protecting rights consciousness.