Research On Participation Behavior Of Pork Sellers In Traceability System

In 2019,the media exposed that the pork from diseased or dead pigs entered the market,and the quality and safety of pork has been pushed to the forefront.The problem of pork safety lies in the market failure caused by information asymmetry.In order to solve this problem,a pork traceability system came into being.Since 2000,my country has begun to explore the establishment of a traceability system for pork,which can be divided into two modes: unified government management and independent enterprise management.Since2010,the Ministry of Commerce has supported 58 cities in five batches to build a meat and vegetable circulation traceability system.As long as the stakeholders in the pig industry chain provide complete information on pork production and processing,the information traceability of the entire pork industry chain can be realized to ensure the quality and safety of pork.With reference to the existing literature,it is found that consumers’ perception of the traceability system is not optimistic,which makes it difficult to regulate the production and operation behaviors of upstream enterprises in the pig industry chain through the "reverse force" mechanism of the traceability system.Analyze the role of each link in the traceability system,as a bridge connecting pork production and processing enterprises and consumers,sellers cannot replace the function of “connecting the previous and the next” in the traceability system.However,due to difficulties in research and other reasons,we pay attention to the participation of pork sellers in traceability.There is very little research on the behavior of the system.Based on the visits,the pork traceability system in which the pork sold in supermarkets and brand-owned stores participates in the company’s self-management model is in a better position,but the high price cannot meet the general needs of consumers.However,the behavior of pork sellers in the popular wholesale market and wet market participating in the traceability system of the government’s unified management model is different.Therefore,research is carried out around the factors affecting the participation behavior of this part of the pork seller’s traceability system.Based on the theory of information asymmetry and stakeholder theory,this article defines the participation in the traceability system of pork sellers in wholesale market and wet market as having both branded pork purchasing behavior and traceability system to regulate business behaviors,using Bivariate probit model performs a quantitative analysis on the survey data of 692 pork sellers in Beijing,Shanghai,Jinan,Nanjing and Hangzhou,and explores five aspects of vertical collaboration,basic operating conditions,quality and safety awareness,external supervision and individual characteristics The impact of 12 factors on sellers’ participation in the traceability system.The study found that the current level of participation in the traceability system by pork sellers in my country’s wholesale market and farmer’s market is not the same.Only 26.30%of the sellers have the ability to “trace” their pork,there is still great room for improvement in the participation behavior of the traceability system.At present,pork sellers are mostly young and middle-aged people,with generally low educational backgrounds,and their understanding of the importance of the pork traceability system is relatively average.Among them,sales profit,sales format,penalties,and age significantly affect branded pork purchasing behavior,while sales relationship,sales profit,sales format,and monitoring efforts significantly affect the traceability system to regulate business behavior.This article believes that in order to win the market and increase profitability,pork sellers should pay attention to food safety issues,actively cooperate with the government and market management in the management of pork quality and safety,and should also pay attention to the participation in the construction of the pork traceability system.In order to encourage sellers to actively participate in the construction of the traceability system,the government and market management should strengthen the supervision of the pork retail market,well the protection of the infrastructure of pork traceability system and establish an information exchange platform between the government and the public.