Establishment And Empirical Test Of Attribution Model Of Consumers’ Practices Of Safely Handling Food At Home

In this paper, the author found that there is a huge risk of food safety of homefood safety processing behavior of Chinese consumers through literature reading andfield survey. Aiming at this problem, the author induces and summarizes the domesticand foreign research progress in the field of consumer family food safety processingbehavior at the present, and different social psychology theory and model in theapplication of the family food safety processing behavior analysis. On this basis, theauthor make an example according to the theory of planned behavior model toinvestigates the explanatory powermodel of social psychology of family food safetyprocessing behavior of our country consumer. But the studies have shown that theexplanatory power of existing model of social psychology about home food safetyprocessing behavior of consumers in China is not high. So it is necessary to usequalitative research methods to build a new home food safety processing behaviorattribution model suitable for China’s cultural scene.On the basis of above, in this paper, the author use individual in-depthinterviews and focus group interview method to collect data. Then, through encodethe original statement, inductive category, refining the main category, explores therelationship between category to build the consumer home food safety of China’scultural scene processing behavior attribution theory model based on grounded theoryresearch ideas and methods, and the interpretation model. In addition, the authorempirically and correction attribution theory model and verify the feasibility andeffectiveness of the theoretical model by using the questionnaire survey data, andfurther expounds the main variables impact on behavior path and the interactionrelationship between the variables. Combination of the above research conclusion, theauthor put forward the suggestions and countermeasures to promote our countryconsumer family food safety processing behavior and improve the quality of people’sliving level for the executive branch of our country’s food safety policy.The first striking point of this paper is proved that using the theory of social psychology and model to explain the consumer home food safety processing behavioris an effective path, and it expande the use of TPB theory in our country. Secondly, thispaper built a China’s cultural scene of consumer family food safety processingbehavior attribution model and model validation. The third is that it systemlyillustrates the main variables of family food safety processing behavior of path,mechanism, and the interaction relationship between the variables. It pay specialattention to the intermediary variable which affects the relationship between"intention-behavior" path, and explains the widespread consumer family food safetyprocessing behavior of the question that "Be willing, no action".