The Empirical Study On Vegetable Consumers’ Quality Safety Traceability Behavior Of In Nanchang City

With the development of Chinese national economy, people’s living standard has been significantly increased. At the same time, Consumers have a significant shift in the demanding structure of agricultural products, a great number of consumers pay more attention to the agricultural Products’ quality, nutrition and health safety. Entering the21st century, agricultural products’ quality problems occur frequently, not only they cause heavy losses to consumers’ lives and property, but also they cause great damage to the national political stability. Facing the agricultural products’ quality safety problems occur frequently, traceability mechanism have aroused people’s strong concern around the world, agricultural products’ quality safety traceability systems have also become a hot topic in Chinese academic research, but taking the consumer as an object to research is still few.Consumer is an important factor of agricultural products’ quality safety traceability system, and they play vital roles throughout the traceability system. Whether consumers can actively trace to the source, will seriously affect the effectiveness of the traceability mechanism, thereby, affecting the level of agricultural products’ quality safety. Under this background, this article takes the vegetable consumers as the object of research, trying to make use of the survey datum of the consumers’ quality safety traceability willing and traceability behaviors, then to learn about vegetable consumers’ basic characteristics in Nanchang city and overall knowledge on the agricultural products’ traceability, and using the empirical analysis method to deeply analyze the influencing factors of the vegetable consumers’ quality safety traceability willing and traceability behaviors, then proposing some countermeasures and suggestions on improving vegetable consumers’ quality safety traceability behaviors. The paper is divided into five chapters:Chapter1is the introduction. It firstly describes the background, purpose and significance of the research, then systematically summarizes the domestic and international research on agricultural products’ quality safety traceability, mainly including:the influencing factors of agricultural products’ quality safety traceability mechanism, Technologies and models of agricultural products’ quality safety traceability and the research on consumers’ behaviors about agricultural products’ quality safety. The next, this paper determines its thoughts, content and methods of research, and pointes out the innovation and shortcomings of this paper.Chapter2is the core concepts and basic theories. It firstly describes some core concepts, mainly including:agricultural products’ traceability, system and institution of agricultural products’ traceability, agricultural products’ quality safety and so on, and it details the types of agricultural products’ traceability, then using the theory of information, consumer behavior and hypothesis of rational man to carry on the economic analysis.Chapter3is about designed questionnaire and situation of survey. Firstly, author scientifically designs a questionnaire according to content of research, and organizes some students to conduct field surveys, then arranges overall datum of the sample after the end of the investigation, moreover makes a descriptive analysis on sample datum.Chapter4is an empirical analysis on vegetable consumers’ quality safety behaviors in Nanchang city. On the basis of the theoretical analysis, author respectively makes a descriptive analysis on vegetable consumers’ quality safety traceability willing and traceability behaviors in Nanchang city, Under the condition of supposing the influence factors, by setting the relevant variables, author uses the Logistic model to analyze influence factors of vegetable consumers’ quality safety traceability willing and traceability behaviors, then determines the factors that will play a significant role, the results show that there are eight factors that significantly affect consumers’ quality safety traceability willing. They are consumers’ sex and educated level, the places which consumers most often buy vegetables, the extent of agricultural products being concerned about the quality safety, the level of vegetables’ quality safety, level of agricultural products’ traceability mechanism being understood, and times consumers encounter the vegetables’ quality safety events. But there are four factors significantly affect consumers’ quality safety traceability behaviors, they are the companies which consumers work in, the extent of agricultural products’ quality safety being concerned, level of agricultural products’ traceability mechanism being understood and times consumers encounter the vegetables’ quality safety events.Chapter5is the conclusions and prospects. Firstly, author makes an inductive summary of this paper, then proposes some countermeasures and suggestions on improving vegetable consumers’ quality safety traceability willing and traceability behaviors, mainly including:speeding up the construction of laws and regulations agricultural products’ quality safety traceability, speeding up the development of standard of agricultural products’ quality safety traceability, establishing a national information network platform of agricultural products’, strengthening the supervision and management of agricultural products’ quality safety, enlarging the propaganda of quality safety, enhancing awareness of agricultural products’ quality safety, and pointing out the further prospect of the research.