Consumer Willingness To Buy On The Traceability Of Agricultural Research

With China's income level and the continuous improvement of living standards, people demand variety and quality of meat is increasing. Nearly 15 years, China has become the largest importer of beef and beef products in short supply, as the world's third largest beef producer and consumer, China's large-scale beef cattle production management farms mostly still in the traditional way, in many ways developed countries still have a big gap, it failed to establish indicators beef grading system and beef quality standards for these reactions, and the information in the breeding, quarantine, slaughter and processing, marketing and other aspects of incomplete, beef quality and safety problems are still emerging, consumers vital interests under great threat. Among these problems, a very crucial factor is information asymmetry, responsibility can not be retroactive.As the market chain end, consumers not only to promote the agricultural development of traceability indispensable force, and traceability of agricultural products only reach the consumer in order to realize their social value. In this paper, scholars from home and abroad on the basis of relevant research experience, the basic theory of consumer behavior, asymmetric information theory as basic research, field surveys to a random sample of 80 consumers on the basis of survey data, to build consumer decision-making process model for security awareness by consumers of agricultural products, consumer purchases of beef products, analysis, consumer willingness to buy and traceable produce acceptable price range reliability, validity statistical analysis, and binary logistic model estimation, studied consumer beef traceability of agricultural products, for example willingness to buy its influencing factors. And the risk of discrimination against consumers on the quality and safety of agricultural products and consumers of the safety of the use of information collected and the extent of the quality of the empirical analysis. The results showed that: consumers are more concerned about the quality and safety of agricultural products, and to objectively determine food quality and safety risks; and consumer willingness to buy consumer awareness is significantly associated. For the production of farmers, businesses, governments and consumers were recommendations put forward, hoping to provide some reference for the establishment and development of traceability of agricultural products.