Effects Of Consumer Food Safety Perceived Risk On The WTP

In recent years,people pay much more attention to food safety.The surge of imported dairy products and the occurrence of "Milk" incident have an effect on the dairy industry in our country.This article will research on the consumer food safety perceived risk and consumers' willingness to pay for safe milk.We explored the use of CVM to investigate 380 consumers' willingness to pay for domestic and foreign liquid milk.The connection between perceived risk and WTP is analysed by Binary Logistic Model.Finally,through the advanced experience from abroad,the paper put forward suggestions to solve food safety problems.The following research results have achieved: first,consumers can recognize and evaluate the quality and the safety of the liquid milk in the market,but they are lack of measures to buy safe liquid milk,which needs the government's supervision and decision mechanism governing food safety;second,the production date,nutrition,and seller's reputation are focused as the main factor in the consumers mind when they buy;third,higher prices would pay for foreign brands safe liquid milk,domestic brands are at a disadvantage.Empirical analysis gets the following conclusions: in the first place,the significant factors that affect the WTP are age,level of education,place of residence,whether as the main procurement;information lookup frequency,information needs urgently,consumer trust in the enterprise,nutrition and production date,enterprise reputation.In addition,career and income will have impact on the WTP which are affected by perceived risk.Combined with the research results and China's regulatory status quo,this paper puts forward three suggestions about the supervision of food safety in China: first national and local government departments should adjust task allocation,make full use of the duties of each department;then improve the food quality standards and testing technology system;finally improve the food safety information system.