The Influence Of Consumer Risk Preference On Traceable Food Purchase Intention

Food safety is closely related to China’s future and people’s health.Accordingly,the Report of the 19th National Congress of the CPC clearly mentioned the need to implement the food safety strategy and establish a food traceability system,after which people can enjoy their food without worrying about the safety.At the same time of rapid economic growth,food safety problems have not been thoroughly solved,food traceability system playing a key role in dealing with the problem,to be able to query the food source of information,the traceability of food circulation,to help consumers,reduce the risk of food safety in the process of food purchase,so buy the traceability of food is a kind of risk avoidance behavior,Risk averse people prefer to buy traceable foods.Therefore,this paper studies the relationship between risk preference and traceable food purchase intention from the perspective of consumers.By reviewing relevant literature and combining relevant theories,this paper constructed a comprehensive theoretical model including consumers’ risk preference,perceived value,individual characteristics and traceable food purchase intention.Based on the empirical research of 335 domestic consumers,the achieved conclusions are as follows :(1)the overall degree of risk preference of consumers is low,and the risk preference of consumers has a significant negative impact on the traceability of food purchase intention;(2)Perceived value partially mediates the relationship between risk preference and consumers’ traceable food purchase intention;(3)Gender and age in individual characteristics have a moderating effect on risk preference and consumers’ traceable food purchase intention,compared with female consumers and young consumers,the risk preference of male consumers and elderly consumers has a greater impact on the purchase intention of traceable food;(4)Consumers have a high level of basic cognition of traceable food and their purchase intention is high.There is an endogenous motivation to improve consumers’ demand for traceable food.Based on the above conclusions,this paper puts forward relevant suggestions,trying to provide decision-making reference for enterprises and policy suggestions for the government,and promote the promotion and construction of food traceability system from the demand side.The major innovative aspects of this paper are shown as listed :(1)studying the influence of consumers’ risk preference on their purchase intention of traceable food is helpful to further explore the internal mechanism of consumers’ purchase intention of traceable food,which is innovative from the perspective of research.(2)affect the traceability of food consumers purchase intention is constructed of multi-dimensional theoretical framework,in risk preference for the traceability of food included in purchase intention of the mechanism of perceived value,individual characteristics,respectively as the intermediary variables and adjust,broadening the research field of the traceability of food,has certain innovative in the research content.