Consumers' Risk Perception Of Genetically Modified Food

Transgenic technology is to artificially extract the good gene fragments of the birth object and synthesize them into the designated organism to make the gene expression and stable inheritance.As one of the most important biotechnology developed in many countries,transgenic technology has been successfully applied in the field of crop character optimization.Transgenic technology can optimize the insect-resistance,saline-alkali resistance,storage period and nutritional structure of crops and other characters of crops.Therefore,many countries in the world are vigorously studying genetically modified technology and continuously promoting the commercialization process of genetically modified food(GMF).China is the world's most populous country,food gap has always existed.Meanwhile,China is a country that attaches great importance to democracy.Public opinion is crucial to the development of GMF.However,the commercialization of GMF has been controversial in China.This paper focuses on the negative network data to study the factors influencing the risk perception of GMF among Chinese consumers represented by netizens.From the perspective of game,this paper seeks the management strategy of consumers' risk perception of GMF,so as to provide a new way of thinking for the related research.The main research contents of this paper are as follows:(1)Considering that previous studies mostly ignored network data and the emotional tendency of the research data,while the risk perception usually as a negative words may be mainly reflected in the negative data,this paper used the LSTM sentiment classification model to extract the negative emotional tendency of GMF comments on Microblog as research data.By sorting out the hot topics on risks of GMF in the negative comments on Microblog,the influencing factors of customers' perception of the risks of GMF were analyzed by combining with the corresponding emotional judgment values of the data.The results are as follows: consumers' speculations and doubts about right to information security,management and professional attitude towards GMF,whether interest is a driving force of the GMF and security threat to the offspring of eaters significantly influence consumers risk perception of GMF in our country.To sum up,the protection of information and rights has an important influence on consumers' risk perception.(2)Based on the analysis results of influencing factors of customers' risk perception of GMF,consumers' overall risk perception of GMF mainly comes from the low reliability of information and the unguaranteed exercise of relevant rights.Compared with governmental authorities and relevant enterprises,the information available about GMF to ordinary consumers is less and less reliable.The issue of GMF has caused consumers to reduce their trust in relevant government departments and related companies.The effective guarantee of the quality and reliability of the information shown by GMF products can effectively improve consumers' correct cognition,so as to achieve the purpose of managing consumers' risk perception of GMF.The government and enterprises are the important responsibility subjects for consumers' risk perception of GMF.The solution of GMF problem needs the joint efforts of the government,enterprises and consumers.Taking soybean oil as an example,this paper discusses from the perspective of game how the soybean oil producers and the government manage the consumers' perception of risk of GMF by ensuring the quality of GMF information during the decision-making process of implementing GMF information supervision We also discussed how the consumer feedback mechanism affects the strategic choice of soybean oil producers and governments in the game process.The results show that it is difficult to regulate GMF enterprises only by relying on the government's supervision.It is necessary to realize the healthy development of GMF market with the help of consumers' supervision and feedback.The government will increase the subsidies and rewards to the production enterprises that disclose the true information and intensify the crackdown on the illegal enterprises,which will help standardize the enterprise behaviors.The government can reduce the cost of supervision by increasing the fine apportionment of enterprises and entrusting third-party institutions to conduct supervision.On this basis,this paper proposes countermeasures to reduce consumers' risk perception from the perspectives of standardizing enterprise behavior and strengthening consumers' participation.First,strengthen science popularization;Second,strengthen the label management of GMF in the market to put an end to the speculation of enterprises;Third,increase subsidies to legitimate enterprises and intensify efforts to crack down on illegal ones;Fourth,strengthen public participation and protect the people's rights and interests.