A Study On The Influencing Factors Of Rural Residents' Fake And Shoddy Food Purchase Behavior

With the rapid development of today’s China economy, people’s living standards continue to improve, people on the food requirements are no longer eat but eat. Eat this demand also in unceasing deepening connotation, now more endowed with the meaning of food safety. But in recent years, frequent food safety problems, caused widespread concern, the fake and shoddy food is an important part of the food problem. Compared with the city countryside of less developed regions lack the meaning of food safety, is more fake and shoddy food into rural areas. So this paper study in Xuan Wei City as a typical rural areas, has a strong practical significance.In order to study the factors affecting the food security of rural residents awareness and purchase behavior, this paper carries on the questionnaire survey to Yunnan residents of rural areas, in order to explore the internal mechanism of rural residents to buy fake food. After the survey, the questionnaire data to extract the variable assignment, and using principal component factor analysis extracted common factors on the awareness of food safety, it is best to use the two yuan logic regression model (logit) to the influence of Yunnan rural residents to buy counterfeit and shoddy food purchasing behavior analysis. Findings from the empirical results, the place of purchase, degree, the inferior food is harmful to health cognition, to nearby of fake and shoddy food to understand the situation, family income, on their own to buy food for these six variables have significant influence on the safety of food of Yunnan rural residents to buy fake food. In order to solve the problem of fake and shoddy food spread in Yunnan rural area, this paperput forward to improve the basic education in the food safety education, improve the income of rural residents, improve food sales outlets standardized operating in rural areas, strengthen food safety propaganda, with rural characteristics of the legislation of fake and shoddy food,standardize the market order and promote the enterprises for rural areas food markets and so on.