Research On Beef Consumer Preference From The Perspective Of Quality Certification

China is a big country for beef consumption,and beef is popular among consumers for its high-quality and high-protein characteristics.In 2017,China’s beef consumption has reached 8 million tons.As a daily consumption of meat,the quality and safety of beef has naturally attracted much attention.In order to strengthen the supervision of beef quality and safety,China has gradually improved the beef quality and safety management system.The quality certification based on pollution-free certification,green certification and organic certification has also been gradually promoted nationwide.The current development of beef quality certification,etc.Aspect research needs to be further explored and updated.Based on the perspective of quality certification,this paper analyzes the current beef consumers’ attention and awareness level of quality and safety issues,and understands consumers’ preference for quality certified beef,in order to provide effective feedback for beef cattle production and supervision,and promote beef quality certification.It is of great significance to develop and promote the production of quality and safety beef and promote the sustainable development of the beef cattle industry.The problems of beef consumption,quality safety and certification are common problems in China.Jilin Province is one of the dominant production areas of beef cattle in China.The production and consumption of beef are high.The research and analysis in Jilin Province is high.Representative,can also make some reference contributions for other regions.Therefore,based on the analysis of the status quo and main problems of beef quality certification in China,this paper selects the beef consumers in Jilin Province as the survey object,and deeply analyzes the consumer’s preference for quality certified beef.The main research contents of this paper are as follows.According to the statistical yearbook analyze the production and consumption of beef in China,and the status quo and problems of beef quality certification.Analyze the characteristics of consumers and the consumption habits of beef and cognition of quality certified beef according to the survey data.;based on random utility theory to analyze consumers’ preference for quality certified beef;Analyze consumer influence factors on different quality certified beef preferences.This paper draws the following conclusions through research: First,consumers are highly concerned about beef quality and safety issues,but the ability to identify problematic beef is weak.Second,consumers’ awareness of beef quality certification needs to be improved.Most consumers have seen one or more of pollution-free,green and organic certifications,but for the quality and safety levels represented by different quality certification marks.Unfamiliar,the level of cognition still needs to be improved.Third,consumer characteristics and cognitive levels have a greater impact on preferences.According to the conclusions of the article,the following suggestions are put forward: First,improve the supervision system of the quality certification system,improve the beef quality and safety guarantee system,promote the improvement of beef quality and safety level,and provide more reliable quality and safety certification for beef consumers.Information to help consumers improve the quality and safety of beef identification;Second,expand publicity to enhance consumer awareness of quality certification,improve awareness can help consumers better understand the safety standards of different quality certified beef products At the same time,to enhance consumers’ trust in quality certification,to help consumers better choose beef products that meet their own safety needs when purchasing beef;third,encourage enterprises to conduct quality certification to meet the diverse needs of consumers.