Research On The Restoration Of Dairy Consumers' Lack Of Trust

Dairy industry is an efficient animal husbandry industry,and it is a modern industry that all countries in the world attach great importance to.It plays an important role in promoting the stability and development of a country.Not only that,the dairy industry is playing an important role in our national economy,the status is also rising day by day.Under the government's continuous attention and advocacy,China's dairy industry has developed rapidly.Families see dairy products as essential to their health.But over the past 20 years,"TB milk","big head doll inferior milk powder incident" and other dairy products quality and safety problems emerge in endlessly,especially after SanLu poisonous milk powder "incident,the dairy crisis intensified,the Chinese dairy industry suffered unprecedented strike,consumers as the main body can no longer trust applying trust of government and enterprise to the quality and safety of dairy products security,confidence and trust in the domestic dairy serious lack.Because of the extreme pursuit of interests,enterprises inevitably have behaviors that affect the quality of dairy products.This requires the government to regulate the safety of dairy products more comprehensively and rationally.In view of the phenomenon of consumers' lack of trust,the government should work with the main body of the supply chain to build a stable dairy trust environment,so as to gradually affect consumers' feelings towards dairy products and change the state of consumers' lack of trust.In order to better explore the consumers as the main body don't trust the government,the main body of the dairy supply chain applying trust reason,this study T the city as the main study object,this dairy in T city consumer dairy supply chain subject field investigation and questionnaire method,understand the consumer's trust in the trusted subject evaluation,to seek a dairy environment leads to consumer distrust mechanism,to explore the key nodes of changing consumer trust,that consumers of dairy products in the dairy environment information transparency,authenticity and integrity of the government regulation,authoritative obvious lack of trust.And develop strategies to repair the lack of consumer trust.The results show that the environmental causes of consumers' distrust are the deviation of information dissemination and the imperfect construction of social trust system.The reasons for the behavior of the trusted subjects are the lack of disclosure of dairy information,the lack of government supervision and inefficiency.In this regard,this study USES attribution theory to develop a stable trust environment for dairy products based on the perspective of food safety supervision,with the government as the main body,and a repair strategy for key points of consumer distrust.The basic principle and general idea of repairing the distrust of the creditagent are given.The strategy is divided into two aspects: dairy environment construction and government.The innovation of this paper lies in that on the basis of attribution theory,on the basis of data obtained from questionnaire survey on consumers' trust perception of dairy products environment,it analyzes the key node of consumers' lack of trust,and formulates strategies for supply chain entities and governments to build trust environment and repair consumers' lack of trust.Due to the constraints of time and space,the survey location and population were located in T city where the researcher was located,and the sample size was also within the scope of the investigator's ability.The samples are not enough to cover all consumers,and there is a lack of verification from relevant empirical studies,which requires further expansion in future studies.