The Study Of The Influencing Factors Of Consumers' Cognition On Dairy Products Safety Risk

Objective:Food safety issues had become important issues which will affect the people's health,social stability and economic development in China.This study aimed to combine dairy products safety risk with consumers' cognition on it,and to explore the potential factors that influence consumers' cognition on dairy products safety risk by constructing the structural equation model.And further analysis impact path of dairy products safety risk cognition,so as to provide references for disseminating dairy products knowledge,improving food safety level,restoring consumers' confidence,and reducing food safety risk.Methods:This study was conducted 4575 questionnaires from December 2016 to March 2017,4408 questionnaires were valid by screen and elimination,and the effective recovery rate was 96.35%,using a stratified random cluster sampling method.And the study was conducted in 6 regions of North China,Northeast,Northwest,East China,Central South and Southwest China.T-test and variance analysis were used to analyze the differences of consumers' cognition on dairy products safety risk with demographic characteristics and the degree of understanding,attention,and trust of dairy products.The dimensions which reflecting consumers' cognition on dairy product safety risk were summed up by exploratory factor analysis,and these potential influencing factors were explored by using structural equation model,and the influence degree of model structure path was analyzed.Results:1.Consumers' cognition on dairy products safety risk was relatively high and the overall score was 27.52 ±4.641.By comparing four dimensions of product performance risk,health risk,environmental risk and economic risk,we could see that health risk score was the highest 25.83 ±5.356.The economic risk score 14.87 ±3.144 was the same as the product performance risk score 14.10 ±4.399,and the environmental risk score was the lowest 8.27 ±1.630.2.The results of univariate analysis showed that the consumers' cognitive scores on dairy products safety risk differed significantly in the degree of understanding,attention,and trust of dairy products and consumers' demographic characteristics included gender,age,marital status,educational level,habitual residence,occupation type,living conditions and Engel's coefficient(P < 0.05).Among them,towns,high education level,young and female consumers had a higher cognition of dairy products safety risk with they paid more attention to dairy products knowledge,packaging information,information channels.3.Product performance risk,health risk,environmental risk,and economic risk which reflecting consumers' cognition on dairy product safety risk were summed up by exploratory factor analysis.Three latent variables,the degree of understanding,attention,and trust of dairy products,are finally established,through the research hypothesis,the confirmatory factor analysis,and the parameter fitting test of the structural equation model and the path analysis of the model.4.The results of structural model path coefficient showed that the standardized path coefficients of consumers' understanding,attention and trust on dairy products safety risk were 0.031,0.089,and 0.275,respectively.And there were significant differences in the cognition of dairy safety risk among consumers(P < 0.001).The path coefficient of the measurement model shows that the standardized path coefficients of dairy products nutritional knowledge and edible knowledge were 0.836 and 0.866,which had the equal influence on the understanding degree of dairy products.In the dairy product attention degree,the standardized path coefficient of production date and shelf life of dairy product was 0.897,which had the greatest influence on the attention degree.In the trust degree of dairy products,the standardized path coefficients of government distribution announcement,information published by research institutions and consumers' own purchasing experience were 0.600,0.649 and 0.671,respectively,which had the equal influence on the trust degree of dairy products.The three dimensions of product performance risk,health risk and environmental risk,the standardized path coefficients of them were 0.722,0.797 and 0.795,respectively,which had the equal influence on the cognition risk of dairy products.Conclusion:Consumers' cognition on dairy products safety risks needs to be further improved,especially on environmental risks.The potential factors that affected consumers' cognition on dairy products safety risk were the understanding degree,concern degree and trust degree,and they had significant positive effects on dairy safety risk cognition.Among them,the order of the impact on the dairy products safety cognition risk were the trust degree,the concern degree and the understanding degree.In view of the above,the government should speed up the construction of a platform for sharing dairy products' safety information,and strengthen the publicity and supervision of dairy products' safety information,and strengthen the supervision of food production enterprises,so as to minimize the information asymmetry in the food market and reduce the food safety risk.In addition,consumers should strengthen their own norms and risk-sharing awareness,so as to make up for the lack of consumers' cognition on the dairy products safety risk and to help them understand the ways which how to avoid food risk.And further improve consumers' cognition on dairy products safety risk,and provide references for the government to disseminating dairy products safety work and advocate the conception of healthy consumption.