Analysis Of Concerning Factors Of Consumers' Traceability Information On Quality Edible Agricultural Products

At present,China's food safety accidents continue to occur,and food safety issues have become increasingly prominent,causing many consumers to lose confidence in food safety and food safety facing a crisis of confidence.The issue of food safety trust is mainly caused by the information asymmetry between the production subject and the consumer,and the information traceability system can reduce the consumer's risk perception of the quality and safety of agricultural products by increasing the information transparency,safeguarding the consumer's right to know and clarifying the subject of responsibility,and then solve the problem of information asymmetry and improve the level of consumer trust in agricultural products.Food traceability information transparency has a positive effect on trust consumption.Therefore,it is of great significance for consumers to study the cognition,attitude and preference of traceability information provided by the food traceability system,so as to provide theoretical guidance for promoting the construction of food safety traceability system,and help enterprises to realize transparent supply and consumption trust construction.Focusing on the characteristics of the food safety traceability project of the author's own service company,combined with the low tracking rate of consumers in the actual operation of the project,through questionnaires to understand the preference and influence of Beijing consumers on the traceable information content of traceable food.Factors that drive consumer attention to the food safety traceability system and increase consumer traceability.The main processes and methods are as follows:Firstly,it studies the development of theories such as consumer trust,information asymmetry,and food safety traceability system.At the same time,it studies the literature of consumer preference and influencing factors analysis models,and explores appropriate research methods.This confirms the use of ordered multi-class Logit regression analysis to study consumer research data.Secondly,the consumer questionnaire data is collated,the data attributes are confirmed,and the data is integrated and calculated so that the data meets the requirements of the model.Thirdly,using SPSS tools to carry out ordered multi-class Logit regression analysis based on valid questionnaire data,analyze the results of influencing factors of traceability information,draw conclusions and make recommendations.The author focused on the consumer's traceability information preferences and influencing factors for high-quality edible agricultural products,and obtained how to optimize and improve the product traceability information in the Beijing Food Safety Project.To provide theoretical guidance for the construction of Beijing food safety traceability system,to help enterprises better achieve transparent supply and consumer trust construction,and to achieve a better retroactive system to help consumer upgrades,play a positive role.