Research On Food Safety Risk Communication Behavior And Guidance Mechanism Of Rural Residents In Jiangxi Province

As China’s development has entered a new stage,in recent years,the Central Committee of the Communist Party of China and the State Council have successively put forward plans for food safety work,and food safety issues have received increasing attention.The report of the 19 th National Congress pointed out that the problem of agricultural and rural peasants is a fundamental issue related to the national economy and the people’s livelihood.Therefore,the research focus of this paper is on the rural areas.The economic development in rural areas is relatively backward,people lack awareness of food safety risks,and risk awareness is weak.A food safety incident area.Food safety risk communication is an important means to make up for food safety risk perception and boost consumer confidence in food safety.It has achieved remarkable results in some cities,and the effect of food safety risk communication in rural areas is obviously insufficient for cities,targeting rural areas.The status quo should also guide residents to carry out food safety risk communication.Starting from the rural food safety risk exchange in Jiangxi,the paper combines risk cognition theory,trust decision theory,plan behavior theory and the actual situation of rural areas in China.Based on the domestic and international research results,qualitative and quantitative analysis methods are used as research tools.In order to conduct a food safety risk exchange questionnaire survey for rural residents in Jiangxi Province,based on the research data using descriptive statistical methods to analyze the behavior of food safety risk communication among rural residents in Jiangxi,put forward hypotheses and construct theoretical models,and use structural equation models to explore rural residents’ food.Influencing factors of security risk communication behavior.According to the above data analysis,the relevant stakeholders play different roles in risk communication.This paper constructs a food safety risk communication behavior guiding mechanism from the regulatory authorities,food enterprises,media organizations,professional institutions and residents themselves: First,clear the risk communication guidance The main components of the mechanism;second,the functions of the five guiding subjects;third,the relationship between the various entities in the process of food safety risk communication,based on the above,from the institutional,legal and economic aspects of rural food safety Risk communication guiding strategy.