Study On Consumers' Purchase Behavior Based On Food Safety Self-Protection

Food safety is very important for national development and people's life.Nowadays,because of more and more food safety problems,consumers are more and more disappointed in the market.These food crises are often reported by the media,which makes people have more and more concerns about food safety,but also brings great pressure to the government.In recent years,in order to solve the problem of food safety,the government has constantly strengthened its supervision.However,improper food safety practices at any stage of the food chain will lead to food pollution and high incidence of foodborne diseases.Therefore,after analysis by scholars,if we want to solve this problem thoroughly,we must mobilize the participation of all links of the whole food chain to ensure elimination Food safety of consumers,prevention of food borne diseases.Among them,for consumers,it belongs to the end of the whole food chain,and must play a positive role.Consumers can effectively avoid the occurrence of foodborne diseases by taking appropriate self-protection actions in the purchase stage of food.Therefore,we should take the perspective of consumers as a foothold to clarify how consumers should take appropriate actions to protect themselves in the purchase stage of food,and study and sort out the factors that affect consumers' purchase behavior based on food safety self-protection.At the same time,most of the current research at home and abroad is only aimed at one or several specific food purchase behaviors,such as green food,organic food,etc.,while for general food purchase behavior,the research in this area is still rare,and the theory needs to be improved and expanded.In view of this,the research method used in this paper is the qualitative quantitative sequential hybrid method.In the qualitative research stage,the original data is obtained through in-depth interviews,and the data is encoded and analyzed through the theory-based method,so as to build the consumer's purchase behavior model based on food safety self-protection,and extract the food characteristics and food Label,subjective criterion,food knowledge,consumer trust,perceived risk,food price,situational factors.In the stage of quantitative research,we designed the scale,collected data through two methods of network questionnaire and paper questionnaire,and carried out multiple regression analysis according to the collected 500 sample data to test the fitting effect of the model.The results show that: food characteristics,food labels,subjective norms,food knowledge,consumer trust,perceived risk,food price,situational factors all have positive effects on consumers' purchase behavior based on food safety self-protection.Among them,food labels,subjective norms and consumer trust have a greater impact on purchasing behavior,while price fluctuations have a smaller impact.Based on the above conclusions,this paper constructs a consumer purchase behavior model based on food safety self-protection,and designs a scale to provide some reference for the follow-up food safety purchase behavior.