Research On The Construction Of Food Safety Trust Embedded In Social Organization

As a new agricultural economic model,community supported agriculture has not only solved the problem of " eating at ease" for consumers,but also promoted the trust of consumers and producers in food safety.The paper takes the representative organization of the country to support the agricultural organization-Liuzhou Ainong Association as an example,using literature research method and case analysis method,based on embedded theory and social exchange theory to study the social security trust construction embedded in social organization.The research found that: Ainong Association has established a good trust relationship with producers through five ways: responsibility,technical guidance,caring concept,trust investment and expert guidance.Take the local good restaurant as the carrier,and build a good trust relationship with consumers through joint relations,media publicity,consumer experience,etc.As a common relationship embedded in producers and consumers,play a role of trust transmission,build a " farmers+ Ainong Association +consumers" trust chain,promote the construction of food safety trust between producers and consumers;Then,through the inspection of agricultural products and the actual participation in the inspection,the strong trust relationship between consumers and farmers is established.The first four steps are closely linked.They are related to the network structure and eventually form a food safety trust system embedded by social organizations,so that consumers can obtain safe food in the food safety crisis.Ainong Association plays the role of supervisor and product inspector in its relations with producers,and the role of guide and propagandist in its relations with consumers.Ainong Association plays the role of " trust transmitter" in the whole food safety trust system.The paper studies the characteristics of food safety trust embedded in social organizations,and finds that acquaintance relationship is still an effective way to build trust relationship.The transmission of " trustworthy" signals is the guarantee to build trust relationship.The multiple roles of trust intermediary are beneficial to reduce the trust risks of producers and consumers,and make the trust relationship between producers and consumers stronger.In reality,the food safety trust chain embedded by social organizations is still facing great challenges,which are mainly manifested in the existence dilemma of trust agencies,the doubts of consumers about the legal compliance of trust agencies,the hidden dangers of declining food quality and the high trust construction cost.To this end,this paper puts forward the suggestions of food safety trust and co-governance: first,vigorously support and guide the development of community supported agriculture;second,establish a clear contractual relationship of cooperation;third,strengthen food safety education between producers and consumers;fourth,improve community supported agriculture's recognition.