Research On Consumers' Perception Of Agricultural Product Quality And Safety And Purchasing Behavior In Shandong Province

With the rapid development of the national economy and the improvement of people's living standards,people's demand for agricultural products is no longer satisfied with simple food and clothing.Instead,they are pursuing the quality and safety of agricultural products,and they have begun to realize the transformation of consumer demand from "quantity" to "quality".However,due to the particularity of agricultural production and the decentralized production of agricultural products in China,the supervision of agricultural products is extremely difficult,resulting in frequent problems of agricultural product quality and safety in recent years.As the ultimate demand side of agricultural products,consumers' perception of the quality and safety of agricultural products will affect the demand,and then affect the entire agricultural product consumer market.Therefore,it is of great practical significance to have a deep understanding of consumers' awareness of the quality and safety of agricultural products and to study consumers' purchasing behaviors to improve the safety of agricultural products and promote the prosperity of safe agricultural products.The article comprehensively analyzes the consumer's perception of the quality and safety of agricultural products in Shandong Province from the theoretical perspective of information asymmetry and consumer behavior,and then discusses the factors that affect consumers' cognition and the influence of cognitive level on consumers' purchase behavior.On this basis,reasonable suggestions for improving consumers' cognition of the quality and safety of agricultural products are put forward.First of all,taking this research as an opportunity,we implemented a survey and analysis of the quality and safety of agricultural products by consumers in Shandong Province,and sorted out the factors that affect consumers' awareness of the quality and safety of agricultural products.Secondly,the cognitive level of consumer's agricultural product quality and safety is used as a response variable,using the two-level multi-classification Logistic model to analyze the influencing factors,It is found that there are significant regional differences in the consumer's cognition level among different cities in Shandong Province,and consumers within the same city exhibit highly similar behaviors,and the use of the two-level multi-class Logistic model reflecting hierarchical characteristics was significantly better than the conventional multi-class Logistic model.According to the two-level multi-classification Logistic model calculation,the cognitive level of consumers is affected by their gender,income,the degree of knowledge of agricultural product safety,the degree of trust in certified agricultural products,and the degree of trust in certified agricultural products and the degree of knowledge of agricultural product safety are significantly different because of the different levels of food safety in the cities where consumers are located.Thirdly,the relationship between consumer cognition and their purchasing behavior is analyzed by using the contingency table,it is found that the level of consumer cognition is positively correlated with their certified purchase intention of agricultural products,extra payment intention,payment premium and actual purchase behavior.Finally,some suggestions are put forward,such as implementing government policies differently depending on the region,accelerating the pilot work of agricultural product safety,enhancing economic vitality and raising the overall income of residents,education departments guide schools to add agricultural product safety courses to popularize relevant knowledge,consumers actively learn the knowledge of agricultural product safety,producers strictly observe the bottom line of production safety and highlight the quality and characteristics of products.