Study On Purchase Willingness For Safe Pork Fever And Its Influencing Factors

Since the outbreak of African swine fever in China,the consumers' attention to the quality and safety of the pork has been continuously improved,eating the Safe Pork has become the common aspiration of all consumers.However,the safe pork with higher price has not played its required due advantages in the market competition,it is still a realistic problem to achieve the safe pork with high quality and good price.Taking African swine fever case as background,deeply studying consumers' willingness to purchase safe pork and its influencing factors,which has a strong practical significance for solving this challenging problem.On the basis of combing the existing research results,selecting the safe pork as research object,taking the consumption situation of safe pork in Zhuji city,Zhejiang province as the entry point,combing with the questionnaire data,including the personal characters,safe pork cognition,enterprise marketing strategy and information acquisition these four aspects to make analysis and research.Firstly,using factor analysis to find three common factors and eleven variates to make descriptive statistical analysis about consumers' cognition,payment premium and purchase willingness.Secondly,using contingent valuation method(CVM),obtaining the consumers'average premium levels for safe pork are 22.34%,25.27%and 34.56%respectively in Zhuji city.And then through the binary logistic regression,we can find that the factors like marital status,family health,product quality and price,advertising,freshness level,packaging appearance,popularity of production place and recommendations of surrounding people etc.which have significant influence on consumers' purchase behavior for safe pork.On the basis of analysis and research,this study proposes the countermeasures for Safe pork's development,from the government's point of view,suggesting to take effective measures to stabilize the market order and to increase the support for enterprises and enhance consumers'cognition for Safe pork,and also to establish the interactive feedback system among government,third-party testing(supervision),enterprise and consumers.From the enterprise's point of view,suggesting paying more attention to the purchase willingness for Safe pork which has significant influence,rationally applying strategy to enhance the value agreement for safe pork.From the consumers' aspect,improving their cognition for Safe pork,and continuously enhancing their abilities to identify in order to achieve the rational consumption.