Study On The Cognition,Trust And Consumption Behavior Of Urban And Rural Residents On The Quality And Safety Of Domestic Dairy Products

With the improvement of the income level of urban and rural residents,dairy products to meet the health needs of different people gradually become an irreplaceable food in a reasonable diet.In recent years,the demand for dairy products by urban and rural residents has become more and more vigorous,and consumption has increased rapidly.However,frequent dairy food safety incidents have affected consumer confidence,and the dairy product consumption market has been negatively affected.In order to promote the sustainable development of the dairy consumption market,it is particularly important to understand the cognition and trust degree of the current urban and rural residents on the quality and safety of domestic dairy products.Based on the survey data of 323 farmers and herdsmen in Hohhot,Baotou and Ordos,Inner Mongolia,and 213 online questionnaires,this thesis conducted a descriptive statistical analysis on the cognition,trust and consumption behavior of domestic dairy product quality and safety of urban and rural residents.Structural equation model was used to explore the relationship between the cognition,trust and consumption behavior of dairy products.The results showed that there was a significant difference in the cognition of domestic dairy products between urban residents and rural residents,and the cognition of domestic dairy products among rural residents was lower than that of urban residents.However,in terms of trust,there is little difference between rural residents and urban residents in the overall trust of domestic dairy products,and both of them have high trust in domestic dairy products.In terms of purchasing behavior,the frequency of purchasing dairy products of urban residents is higher than that of rural residents,and the monthly expenditure of purchasing dairy products of urban residents is relatively stable.The results of structural equation model show that cognition and trust influence purchase behavior through purchase intention,perceived risk has a significant negative impact on purchase intention,and perception of quality level,trust degree of government credibility and brand satisfaction have a significant positive impact on purchase intention.Based on the above research conclusion,this thesis puts forward the following countermeasures: first,based on the rural residents on domestic dairy products with low levels of cognitive reality,the local government and dairy processing enterprises to increase rural dairy products quality,safety,nutritional value of propaganda,improve the level of rural residents’ cognition,boost rural dairy consumption market.Secondly,in order to improve rural residents’ purchasing ability of dairy products,the primary issue is to increase rural residents’ income.The local government should create conditions for rural residents under the background of rural revitalization,diversify rural residents’ income sources,and enhance rural residents’ purchasing ability of dairy products.Finally,based on dairy products quality and brand purchase behavior of urban and rural residents have a significant impact,dairy products processing enterprises to attach importance to and constantly improve the quality of the product,the governments at all levels should strengthen the supervision of the quality and safety of dairy products and reduce the quality of the urban and rural residents of dairy consumption security risks,improve the level of urban and rural residents of dairy consumption.