Research On The Guide Mechanism Of Food Safety Consumption Intention Of Rural Residents In Jiangxi Province

In the recent years,the food safety accidents happen frequently,such as "clenbuterol ham","melamine milk powder","Sudan red","gutter oil","plasticizer",etc.The occurrence of these incidents has aroused serious concern about the food of our residents,even "what can eat" has become a topic that residents often discuss.It is necessary for our government to take measures to reduce the concerns of the residents about food and let them eat safely and at ease.Therefore,our government on the one hand to strengthen the governance of food problems,on the other hand should also strengthen the consumption behavior guidance of residents' food safety.And residents' food consumption intention is the premise of consumption behavior,if we want to guide the residents' consumption behavior of food security,it is necessary first to guide residents' food consumption intention.For now,Chinese rural residents have low cultural quality and food safety consciousness,and have low ability to identify the safe food and other characteristics,which provides the market space for the unsafe food.Therefore,it is necessary to guide rural residents' consumption intention of food safety.Based on public goods theory and a guiding-oriented government theory,through the field visits,the issuance of the questionnaire,to understand the 11 prefecture-level cities in Jiangxi Province under the jurisdiction of the 43 counties of 1204 rural residents of the basic situation and the understanding of the rural market food safety hazards,the attitude of rural food safety issues,food safety awareness of rights,food safety consumer intentions and the satisfaction of the government food safety services and so on.On this basis,combined with the existing research results,the food safety consumption intention model was constructed,and the influencing factors of food safety consumption intention of rural residents were analyzed by binary logistic regression model.The research result shows that: Firstly,rural residents think that the current rural market still exists the food safety hidden trouble;Villagers have high fears,high fears,and low risk acceptance for food problems in rural areas;.Villagers on the government of rural food safety services and safe consumption of the low level of satisfaction.Secondly,the rural residents' cultural level,health,family size,face culture food consumption motive characteristics,food borne disease experience,food safety risk perception of food consumption inputs significantly influence their food safety consumption intention.Thirdly,food price attribute,safety certification mark attribute of the manufacturers and the surrounding groups of family and friends,government propaganda significantly influence rural residents' food safety consumption intention.Fourthly,Based on the research,constructing the guidance mechanism of rural residents' food consumption intention are proposed from the government's perspective.