Consumer Action And Social Stratification In The Food Safety Crisis

Nowadays Chinese society’s economic developed rapidly, with the development of economy, life’s level of people is increasing day by day, the proportion of consumption is becoming bigger and bigger,which has prompted lots of harmful food appeared on the market, nobody can live without food,these harmful food do harm to people’s life and property safety.Under the food safety crisis background, the different consumers will take different actions, and these actions may have connected with their social class.First of all,we determine the basic standard of social stratification and ten secondary indexes of consumer action by combing for the Chinese and foreign literature.we collect 503 valid samples by random sample, the encounter method and online questionnaire, which cover all of the variables.Secondly, we determine the social stratification standard in terms of the valid samples,and get three social stratification by the scores which is social upper, middle and lower class society. Through factor analysis, obtained the four factors of consumer action,which are consumers rights protection factor, system trust factor, traditional trust factor and individual consumer factor.Then, according to the regression analysis between the three social stratification scores and the four influencing factors, the relationship between the different social stratification scores and the four factors was observed,Through the regression analysis to determine the different social classes which are more inclined to take different consumer actions to avoid risk.By constructing twelve different regression models, four valid regression equations are obtained.Social class in the upper of the respondents with the system consumer behavior factor exist a positive linear correlation.Social class in the upper of the respondents with consumer rights protection impact factor exist a positive linear correlation.Social class in the middle of the respondents with the traditional trust of consumer behavior influence factor exist a positive linear correlation.Social class in the lower of the respondents with the individual consumer behavior influence factor exist a positive linear correlation.Finally, we try to find the effect of social class to take different consumer action behind the influence factors, so based on the previous research, we have different consumer behavior influence factors and the impact of social stratification of occupation, education level and income are analyzed, found that the occupation, education, monthly income is effects of different social class consumers to take the important factor that affects the action of different consumers.