Research On The Consumption Behavior Of Safe Agricultural Products

Agricultural product quality safety issues are important problem which affect the market competition and restrict the development of the economy.It is also a big problem which is related to the national economy and people's livelihood,and it is closely related to the people's life and health.Because the consumption of agricultural products are directly related to people's health and survival.Due to the frequent exposure in recent years,such as the “red egg”,“clenbuterol”,“poison cucumber”,“poison leek” events,and so on,gradually,people showed unprecedented attention to the quality and safety of agricultural products,and some even change their face when they talk about it.Now,food safety has become a social focus problems,but the study found that the safe agricultural products consumption behavior of positive effect to improve the quality of agricultural products safety.At the same time,the practice has proved that,through the certification of “three products and one standard”,the output value of agricultural products can be increased and the farmers can increase their income.In this paper,the urban residents in Chongqing urban area,therefore,We use the safety of agricultural products consumption behavior investigation and study to improve the quality of Chongqing city agricultural products safety and promote the farmer' income and economic development in Chongqing has certain practical significance.In this paper,through the study of the field survey of urban residents in Chongqing urban area,by combining the method of descriptive statistics analysis and empirical analysis,to analyze the present situation of Chongqing urban residents consumption behavior of safe agricultural products,existing problems and the factors that influence consumer behavior,we get the following conclusions: first,the main agricultural products per capital consumption structure of urban households must be changed.Second,urban residents have a high awareness of the safety of agricultural products and have a strong sense of risk.Third,urban residents buy agricultural products mainly in supermarkets and farmers markets;Fourth,Urban residents are willing to pay a premium for safe agricultural products;Fifth,the urban residents obtaining safe agricultural products information and the most trusted information publishers are biased;Sixth,urban residents are not familiar with the relevant laws and regulations,and the safety indicators of agricultural products purchased.Seventh,urban residents have higher cognition of safe agricultural products,but less purchase;Eighth,the urban residents' supervision are not high on the quality of agricultural products and government;Ninth,the empirical analysis of the influence factors of the purchase behavior of pollution-free agricultural products,green agricultural products and organic agricultural products turn out to be different.Finally,combining with the status quo,problems and influencing factors from the consumer level,government level and enterprise level we put forward the following countermeasures: consumers should take the initiative to learn knowledge,and set up reasonable consumption idea;Consumers should actively participate in the quality and safety supervision of agricultural products and improve the quality level of agricultural products;The government should strengthen the propaganda of consumers and form the atmosphere of safe agricultural products consumption;The government should strengthen the certification,inspection and supervision work to maintain the reputation of the safe agricultural products;Enterprises should pay attention to the influence of individual characteristics of consumers on purchasing behaviors,promote the marketing strategy of safe agricultural products and establish modern circulation service system of safe agricultural products.