Research On Consumers’ Participation In Food Safety Social Co-Governance Behavior And Inflencing Factors Based On The Theory Of Planned Behavior

ObjectiveBased on the planned behavior theory(TPB),explore how food safety knowledge,attitudes,subjective norms(SN),perceived behavior control(PBC),and food safety concern behaviors affect consumers’ participation in food safety social co-governance,in order to enhance consumers Selfprotection and rights protection awareness provide strong evidence to avoid food safety incidents to the greatest extent,reduce the harm of unsafe food to oneself,and also carry out some valuable explorations for building a food safety social co-governance system.MethodIn November 2019,a convenient sampling method was used to conduct an online online questionnaire survey,and a total of 1206 questionnaires were collected.The research content includes the design and development of questionnaires,constructing a model of consumer participation in food safety social co-governance behavior,proposing research hypotheses and defining research variables.First,it summarizes the related literature on food safety social co-governance behavior,and then combs the related literature on behavior research conducted with the theory of planned behavior.Based on Ajzen’s Planned Behavior Theory Questionnaire and Francis et al.’s "Construction of a Questionnaire Based on the Theory of Planned Behavior:A Handbook for Health Service Researchers",a questionnaire on consumer behavior in participating in food safety and social co-governance was compiled,combined with the results of in-depth interviews,Design research questions.Use spss17.0 and Smart PLS3.0 to perform descriptive statistical analysis,reliability and validity analysis and partial least square structural equation modeling to verify the research hypothesis on the recovered valid data,and draw conclusions.ResultsThe results show that food safety knowledge(β=0.220,P<0.001)has a positive effect on participation attitudes.Food safety knowledge explains 4.9%of consumers’ attitudes towards participating in food safety social cogovernance.Attitudes(β=0.101,P=0.008),subjective norms(β=0.257,P<0.001),perceived behavior control(β=0.289,P<0.001)and food safety concerns(β=0.129,P<0.001)on behavior Intention has a positive and significant impact.The main predictor of consumer participation in food safety social co-governance is perceived behavior control,and the weakest predictor is food safety concerns.The model’s knowledge,attitudes,perceived behavior control,subjective norms,and food safety concern behaviors explained 37.1% of consumers’ behavioral intentions of participating in social co-governance of food safety,and the explanatory power was between medium and high intensity.Q2 greater than 0 indicates that the potential exogenous structure associated with the structural model has the ability to predict the potential endogenous structure.Conclusions(1)Consumers’ awareness of food safety knowledge has a positive and significant impact on their attitudes towards participating in food safety social co-governance.Many consumers have a certain understanding of food safety,but few people make behavior changes based on this information.It is important to change consumers’ attitudes towards participating in food safety social co-governance,and it determines whether we can successfully build a food safety social co-governance New development pattern.Continuous education of consumers’ food safety knowledge is an effective way to transform knowledge and attitudes into behaviors.It is recommended to continuously push easy-to-understand food safety knowledge and related laws through self-media and mass media in text,video and other forms Laws and regulations,food safety rights protection methods,etc.,help consumers master scientific methods to deal with food safety issues,continuously improve consumers’ ability to participate in food safety social co-governance,and emphasize the importance of participating in food safety social cogovernance.In this way,There are positive changes in health-related behaviors in a range of people.Encourage the public to participate in the social co-governance of food safety,correctly guide consumers to effectively protect themselves,promote consumers to participate in the social cogovernment of food safety,form a climate for consumers to actively participate in the social co-governance of food safety,and create a good food safety atmosphere.(2)Attitudes,subjective norms,perceived behavior control and food safety concerns have a positive and significant impact on behavior intentions.The main predictor is perceived behavior control.It is recommended that food safety social co-governance interventions should focus on guiding consumers how to deal with food safety incidents that are more reasonable,how to do it when encountering difficulties,and if consumers feel that participation is effective and easy to implement,Then they are willing to participate.Consumers hope that food safety risks are low,and the more they pay attention to food safety incidents,the greater the pressure on manufacturers,sellers and relevant regulatory authorities,and the more conducive to the purification of the food environment.