Study On The Trust Of Farmers And Herdsmen In The Quality And Safety Of Dairy Products

With the development of consumers’ income and awareness level,consumers’demand for food has risen from subsistence to nutritional and healthy,so consumers’demand for dairy products is also growing.As a kind of trust product,dairy products have undergone a series of quality and safety incidents.Consumers’ trust in the quality and safety of dairy products has become an important factor affecting consumers’decision on dairy consumption.Although the per capita consumption of dairy products in Inner Mongolia is among the highest in China,there is still room for improvement in the consumption of dairy products by farmers and herdsmen.Therefore,focusing on the rural pastoral market,understanding the current level of trust of farmers and herdsmen in the quality and safety of dairy products and analyzing the factors affecting the degree of trust are practical issues worthy of discussion.This paper selects the agricultural and pastoral areas around Hohhot for field research,and takes the most representative product,milk and milk tea powder in dairy products as an example for empirical analysis.It aims to analyze the degree of trust of farmers and herdsmen in the quality and safety of dairy products and explore the factors affecting the trust of farmers and herdsmen in different subjects and dimensions through the measurement model.Thereby improving the quality of dairy products and ensuring the safety of dairy products,improving the trust of farmers and herdsmen in the quality and safety of dairy products and promoting the healthy development of China’s dairy industry.This paper first reviews domestic and international research on consumer trust,food quality and safety.Secondly,the farmers and herdsmen around Hohhot were selected for on-the-spot investigation to understand the current consumption of farmers and herdsmen and the trust of farmers and herdsmen in the quality and safety of dairy products.Combining the research conclusions of the predecessors and the corresponding theories,the trust of farmers and herdsmen on the quality and safety of dairy products is divided into four levels of trust in government supervision ability,enterprise production capacity,government release information and enterprise release information.Through the descriptive statistical analysis of the survey data and the establishment of multiple linear regression models to analyze the factors affecting the trustworthiness of farmers and herdsmen on the quality and safety of dairy products.Through the research in this paper,we found that the factors such as gender,sensitive population,frequency of purchase,household income,understanding of dairy products by farmers and herdsmen,government strengthening safety testing,active recall measures,compensation for victims and money,adjustment of product prices,the increase of public welfare activities and the increase in promotional activities by dairy processing enterprises will have a significant impact on the degree of trust between farmers and herdsmen in the quality and safety of dairy products.Finally,based on the results of the econometric model analysis,the corresponding conclusions are drawn,and corresponding policy recommendations are proposed for each dimension.