A Study On The Influencing Factors Of Yunnan Rural Consumers' Cognition On Social Responsibility Of Food Enterprises

Food is the material basis for the survival of the people, its security is directly related to people’s health. In recent years, China’s food safety issue is very outstanding, all kinds of food safety events emerge in endlessly, especially in the poor villages, and rural areas in Yunnan province is a typical less developed areas in China, and its food safety problem is very serious. Under such severe situation, domestic scholars have carried out research in various fields to find a way to contain this serious situation. Some studies suggest that food companies ignoring social responsibility is an important cause of food safety problems that are serious, and food corporate social performance will constitute consumer awareness of enterprises so as to influence consumer purchase choices. Consumers’ purchase choices will lead to a certain extent, food enterprises to fulfill their social responsibility, which will have a positive effect on the ease of food safety issues.Based on this study to the rural consumer awareness of food CSR, through field surveys to understand consumer awareness of the situation and trying to find their current problems in cognition. And the use of data analysis software for quantitative analysis of survey data to understand the factors that influence consumer awareness. Through data analysis, the age, educational level, per capita annual income of rural consumers and the degree of attention to corporate social responsibility are related to their cognitive level. In order to solve the rural food safety problems, this paper put forward to improve the basic education in corporate social responsibility education, improve the rural residents’ income, strengthening with characteristic of rural food safety propaganda, and made suggestions to perfect the laws and regulations.