The Study Of Consumers Trust On Food Safety After A Significant Food Safety Incident

It is getting more and more difficult for the general public to use conventional methods to evaluate food quality and food-related risks. Therefore, consumers increasingly tend to use trust to deal with increasingly complex food risks. Food safety incident, consumer confidence is especially important for the resumption of consumption. Consumers'trusts on food quality and safety directly restricts the consumer spending on the corresponding goods recovery after a food safety incidents, and even to affect consumption of other foods through affecting the psychology of consumer spending. That whether government, enterprise and other supply chain can take the appropriate public relation after a food safety incident, is directly related to the consumers trust on them, and related to the consumers trust on food safety, or even related to the fact that food safety incidents will deepen the consumers worry on the increasingly serious food security.By providing more information to eliminate information asymmetry, often is thought to be the most reasonable way for building trust relationship. Risk perception and trust, that there is a strong relationship between the two concepts, include some of the same content. Risk perception emphasizes how consumers perceive and evaluate risk. However, trust tend to emphasize how consumers cope with the risks which take the above actions can be perceived or not. In fact, a consumer also tends to use the trust on certain social factors and the credibility of risks regulatory agencies to deal with risks. Therefore, studying consumer trust must study that consumer how to cope with risk perception firstly. On the basis of using the psychometric approach, the cultural theory and the reflexive modernization approach, which addressing how people proceed with risks perception, to analysis factor influencing consumers trust on food safety, taking 433 copies of questionnaires into the consumers of Wuhan City, this article makes an empirical study on factors which influence consumers'trusts on food safety and which influence consumers trust on bodies of food supply chain through optimal scale regress model. The main conclusions are as follows:(1) The more processing steps about the bodies of the food supply chain consumers knowing after the food safety incident, the higher consumers trust on the body. After Sanlu milk powder incident, consumers trust on government and enterprises is relatively high, mainly because the media release more related information about the two after the incident, making the two consumers to know actions of the two promptly. (2) The more consumers trust on government, business, milk stations protecting the safety of liquid milk, the higher consumers trust on the safety of liquid milk; high importance of liquid milk to the family, a high degree of optimism and male consumers have more trust on the safety of liquid milk; the family having susceptible population, the family drinking well-known brand, the family of high consumer spending on food safety will have less trust on the safety of liquid milk.(3) Consumers'evaluations for the degree of important and severity of the food safety incident will not impact consumers trust. Consumers inclined to trust the company testing the liquid milk batch by batch and the effectiveness of government's random inspection will have more trust on the liquid milk safety; Consumers tending to believe the quality of domestic fame brand and the quality of domestic liquid milk being gradually improved will also have more trust on the safety.(4) Consumers'trust on milk supply chain is not as optimistic as we though after The Sanlu Scandal took place. Besides consumers'trusts on the government's investigation into leaders'responsibility, their trusts on all aspects of the main subjects will bring about positive significant effect to consumers trust on the overall main subject. Consumers' trusts on government's detectability has the greatest impact in the overall trusts on government, and the effect of consumers'trusts on some other main subjects, which includes dairy farmer and milking station, on the corresponding main subjects'overall trust is roughly equivalent. In order to gain more and more consumers' trusts, the organizations such as government and enterprise should pay much more attentions on the continuity of security measures and information reporting, and each subjects should increase the transparency of their works as well.