Research On The Sheep And Goat Meat Consumption Behavior Of Residents In Xinjiang

With the rapid development of the economy and the society,the people’s living standard is increasing.Mutton is favored by the consumers with its low fat,low cholesterol and high protein.Xinjiang is a multi-ethnic area in northwest China.By the influence of the national food culture,mutton is the main meat product of Xinjiang residents,especially ethnic minority residents,and plays an important role in their daily consumption.However,there are a series of problems with Xinjiang mutton,such as tight supply,quality and safety risks,weak brand market influence and so on.It is difficult to meet the diversification and high-quality consumer demand of Xinjiang residents.Therefore,we need to do a systematic research on the mutton consumption behavior of Xinjiang residents under the guidance of economics theory.This study has important theoretical value and practical significance to promote the development of mutton sheep industry,guide the production and operation of enterprise,improve the government-related quality and safety policies and lead consumers to rational consumption.This paper mainly bases on consumer behavior theory,information asymmetry theory and planning behavior theory to analyze the consumption behavior of mutton.Firstly,the macroscopic data is used to analyze the mutton production,consumption characteristics in Xinjiang.Then the mutton consumption characteristics of Xinjiang residents,the mutton consumption behavior of Xinjiang residents indoors and outdoors,the quality safety mutton consumption behavior,the brand mutton consumption behavior of urban residents in Xinjiang is analyzed in combination field survey data.The conclusion is:first,the mutton sheep production scale is low,mutton yield level is not high,supply and demand contradiction is prominent.Second,the proportion of urban and rural residents to buy mutton is the highest,the difference is decreasing.Third,the household consumption of mutton has different characteristics in urban and rural areas,and regional and ethnic attributes.Fourth,the difference of household mutton consumption behavior is the result of many factors,such as food customs,quality and safety,price,personal and family characteristics.Fifth,there are differences in the individual and family characteristics of residents’ willingness to purchase quality certification mutton.Sixth,residents’ premium for quality certification mutton is affected by certification mark trust,information search frequency,seller’s reputation,personal and family characteristics.Seventh,the factors that affect the residents’ willingness to pay for the price of the brand mutton are mainly the dietary habit and the preference,the government regulation,the quality and safety concern,the brand trust,the price view,and the individual and the family characteristics.The characteristics and innovation of this paper are mainly reflected in:first,it studies the consumption behavior of mutton in Xinjiang residents for the first time based on the consideration of spot slaughter,the eating habits,the concern about local supply,the importance of seasonal consumption difference,the attention of major festivals.Second,based on the field survey data and using econometric model system,this paper analyzes the characteristics and influencing factors of mutton consumption behavior of Xinjiang Han nationality and ethnic minority residents,urban and rural residents and residents in different regions.Third,based on the field survey data and by means of multivariate statistical analysis,this paper analyzes the local residents’ willingness to buy safe mutton,the willingness to pay for brand mutton and the influencing factors.