The Research On Consumer Behaviors Of Eggs Based On Food Safety

With the rapid development of the national economy since reform and opening, urban and rural residents’ income and living standards have improved significantly. The standard living of people has been a significant improvement in diet. Consumers focus on nutrition and food security more and more. Egg as traditional agricultural product is the main source of nutrition for people. It’s closely related to consumer’s life and health. However, in recent years, with the increase of the consumption of egg and the recurrent occurrence of endangered incidents of egg, food safety of the egg has already become an important problem among consumers. At present, food safety issues are equally prominent, the main issues focused on the process of egg production of illegal drugs and additives. Egg food safety problems have been concerned by consumers, government, business and others. Consumers have concerns on food safety of eggs, and consumer awareness of food safety for eggs will certainly have some impact on consumer behavior. Therefore, in this context, the research on consumer behaviors of eggs based on food safety has far-reaching significance.This paper is based on previous studies and combined with the egg industry in Jiangsu Province, according to the information search theory and the theory of consumer behavior research. This paper explored the factors impacted consumer awareness of food safety from a consumer awareness of food safety for eggs. And then build a cognitive model of consumer awareness of food safety, and make relevant assumptions, and use of empirical methods of analysis. On this basis, this paper explored the impact consumer awareness of food safety for eggs to consumer behavior, through regression analysis. And then this paper found the egg-based food safety of the consumer buying behavior factors. Research methods used in empirical research methods, through questionnaire design, survey and recovery, get data, the use of measurement software for processing and analysis of the hypotheses. Through consumer awareness and consumer behavior eggs studies, the following conclusions:elderly family, purchase experience, how much of the purchase price and free-range chicken when considering the extent was significantly related to the consumer food safety awareness. The price of eggs, free-range eggs, food safety awareness and personal level of education were significantly related to the brand purchase behavior.From the prospective of the consumer awareness and consumer behavior, this paper point out the suggestion for the government, business and consumers. The paper put forward that government should promote consumer awareness of food safety and be a reasonable guide to consumer behavior of those eggs; and put forward means and measures to develop the industry egg industry, in particular security and brand eggs; and consumers should improve their security awareness, choose security eggs to purchase. This paper provide a theoretical basis for the egg industry on one hand, it also provides protection for the consumer food safety on the other hand.This paper has practical significance.