Analysis Of Influencing Factors Of Consumers’ Willingness To Buy Food

Objective:By understanding consumers’ cognition and purchase intention of food additives,the factors that influence consumers’ purchase intention based on their cognition of food additives are analyzed,so as to provide reference for improving consumers’ insufficient cognition or even wrong cognition of food additives and irrational purchase intention.Methods:In this study,a multi-stage stratified random sampling technique was adopted to conduct a nationwide questionnaire survey on consumers’ cognition(understanding degree,awareness degree,risk perception,risk aversion)and food purchase intention about food additives.On the basis of revealing the status quo of consumers’ cognition related to food additives(degree of understanding,awareness,risk cognition,risk avoidance)and food purchase intention,independent sample T-test,variance analysis,Pearson correlation analysis and multiple linear regression analysis were used to analyze the influence of consumers’ demographic characteristics and cognition related to food additives on food purchase intention.Finally,OLS regression and ROBUST regression analysis were used to verify the robustness of the conclusions.Results:1.The total score of consumers’ cognition of food additives was 74,and the overall average score was(51.42±8.970),among which the degree of understanding was high,and the degree of awareness,risk cognition and risk avoidance was low.The specific performance is: the full score of understanding degree is 4 points,the average score is3.10±1.191 points,but there is not a comprehensive understanding of the problem;The full score of awareness is 10 points,the average score is(4.12±2.458),there is a problem of confusing food additives with illegal additives.The full score of risk perception was 30,with an average score of 20.78±6.387.Full score of 30 points for risk avoidance,average score(23.42±5.108)points,the most inclined to "choose brand food" to avoid,the least inclined to "choose food with detailed labels" to avoid,there is information asymmetry caused by the distrust between buyers,sellers,governments.2.The total score of consumers’ willingness to buy food containing additives was 25,and the overall average score was(15.57±2.694).That is to say,consumers’ willingness to buy food containing additives was more cautious,and also showed their concern and distrust of food additives from the side.3.The analysis results of influencing factors show that the important factors affecting consumers’ willingness to buy food are: age,education level,Engel coefficient,understanding degree,awareness degree,risk cognition,risk avoidance.Among them,age,Engel coefficient,risk cognition and risk avoidance will have a significant positive impact on food purchase intention,while education level,understanding degree and awareness degree will have a significant negative impact on food purchase intention.That is,the older the age,the lower the education level,the larger the Engel coefficient,the lower the degree of understanding and awareness,the higher the risk perception,the more frequent the risk avoidance,the more cautious the purchase intention of food additives,the more from the side of the concern and distrust of food additives.Conclusion:Consumers have a partial cognition of food additives and are cautious about the purchase intention of food containing additives,and cognition has an effect on the purchase intention of food.Therefore,targeted education can be done to publicize scientific knowledge of food additives for people with different characteristics.At the same time,diversified education channels should be achieved,and the government,media and society should work together to improve consumers’ wrong cognition of food additives in an all-round way.In addition,it can also improve the labeling of food additives,strengthen the information communication between the government,producers and consumers,improve consumer trust,and make rational purchase of food containing additives.