Research Of Consumer Decision-making Behavior Based On Willingness To Pay: A Perspective Of Agricultural Food Safety Attribute

The quality safety of agricultural food is major social issues that related to people's physical health and life safety.With the continuous improvement of the living standards of the people,consumers are increasingly demanding for the quality safety of agricultural food.However,in recent years,a series of agricultural food safety risk incidents have frequently occurred and are inconsistent with people's increasing demand for quality and safety of agricultural food.How to “eat the peace and use at ease” has gradually become the focus of public attention.Therefore,the development of safety-certified agricultural food industry has attracted much attention.The market for safety-certified agricultural food depends on the degree of consumer acceptance.Pork is an agricultural food that is commonly consumed by urban and rural residents in China.Thus,this paper used safe-certified pork as an example to identify the key factors affecting consumers' decision-making behaiors of safety-certified pork consumption and analyzing comsumers' preference and willingness to pay for safety-certified pork,understanding the extent to which consumers can support for safety-certfied agricultural food market.It is of great theoretical and practical significance to design a policy combination system and a long-term mechanism for the government to improve agricultural food consumption policies,promote agricultural food quality safety,design market decisions that promote agricultural food safety production and meet the increasing needs of consumers.This paper firstly based on combing domestic and foreign consumption decision-making behavior literatures,combines the planned behavior theory,perceived value theory,attitudebehavior-context theory and the construct of consumer trust,constructs a theoretical framework for safety-certified agricultural food consumption decision-making behavior,based on the survey data of 844 consumer samples from several cities in Jiangsu and Anhui Provinces,use the structural equation model(SEM)to explore the influence mechanism of different factors on consumers' safety-certified pork consumption decision behavior and the degree of difference in consumer consumption decision-making behavior under different context factors.Secondly,to objectively comprehending the extent to which consumers can provide support for the development of safety-certified agricultural food markets.This paper based on previous research and the theory of consumer utility,combines with the actual national conditions and actual inspections of the market in China,sets four attributes namely food safety certification labels,location-of-origin,“free from veterinary drug residues” label,and price,based on a choice experiment,use a mixed logit model to estimate consumers' preference and willingness to pay(WTP)for different levels of attributes in Jiangsu Province and Anhui Province,and the results of two provinces are further compared and analyzed..The results show that perceived value,consumer trust,behavioral attitudes,subjective norms,and perceived behavior control are all direct factors that positively influence consumers' safety-certified pork purchase intentions.Perceived value and consumer trust have a significant influence on consumer behavior intention through the mediating roles of behavioral attitude.Perceived value also influences behavioral attitudes the mediating roles of consumer trust,which indirectly influences consumers' safety-certified pork consumption decision-making behavior.In addition,the influence of contextual factors such as price,convenience of purchase and government agricultural food safety supervision on consumers' safety-certified pork consumption decision-making behavior differs significantly.In terms of consumers' preferences and willingness to pay(WTP)for different levels of safety-certified pork attributes,consumers have obvious preference for green food certification,organic food certification,location-of-origin and “free from veterinary drug residues” label,and have the highest WTP for organic food certification,followed by green food certification and “free from veterinary drug residues” label,consumers also have preference for location-of-origin but low WTP and the lowest WTP for safe food certification.Moreover,consumers' WTP in Jiangsu Province is generally higher than consumers in Anhui Province,consumers of different sub-groups have great differences in WTP for safety-certified pork,education and income are two factors that associated with consumers' WTP.Based on this,this paper proposes suggestions from the perspective of government and producer.The policy proposals for government are as follows:(1)Strengthing agricultural food certification supervision and increasing the credibility of certification;(2)Intensifing training and publicity for consumers and raising consumers' awareness of agricultural food safety;(3)Increasing the support for financial subsidies and reducing the production costs of safetycertified agricultural food;(4)Strengthening the transparency of agricultural food certification and production information,promoting the establishment of a credit system.The countermeasures for producers are as follows:(1)Establishing a concept of integrity,strengthening technological innovation and reducing production costs;(2)Strengthening safetycertified agricultural food promotion and enhancing consumer perceived value;(3)Broadening the safety-certified agricultural food sales channels and increasing the convenience of purchasing;(4)Providing a combination of different levels of agricultural food attributes to meet market segmentation needs.