Research On Consumers’ Purchase Intention Influence Factors Of Certified Foods

Human being’s survival and development depend on the food. Food is the sourceof people gain energy, it provides basis material for people’s life, work and study. Butin the recent years, more and more food quality and safety problems have beenexposed, food safety problem has become the focus of social attention. Most of thefoods have been exposed is certified food, consumers are worried about the situationof food safety and have a doubt on the food certification body.This article from theperspective of the traceability accountability for the certification body to analyzeconsumers’purchase intention of certified food, according to the theory model ofconsumers’purchase intention of certified food set the variable, and use the binaryLogistic model to have the regression analysis for the factors which affect consumer’spurchase intention of traceability accountability for the certification body food.According to the analysis about consumers’ attention degree of food quality andsafety, consumers’ attention degree of certification information on food andconsumers’ attention degree of three certification food, we can see that: consumersare very attention to food quality and safety issue, but as a result of the different ofgender, age, marital status, education background,monthly income and physical health,consumers’ attention to the problems of food quality and safety is not thesame.Consumers’attention degree of certified food related information is in turn:attention degree of the information on origin, attention degree of the information onraw materials, attention degree of food safety traceability information focus, attentiondegree of additives, attention degree of certification institutions. Consumers’ attentiondegree in three certified foods, green food is with high levels, followed by organicfood, the last is pollution-free agricultural products.According to the analysis about consumers’ purchase attention affecting factorsof certified food of traceability accountable certification body,we can see that: haveseven factors which have significantly affecting, the regulatory role of foodcertification system and age have a negative impact, gender, marital status, healthstatus, educational background and the degree of concern about safety food have apositive impact.Consumers are more willing to play the function of certificationbodies when food certification system paly a unimportant role; younger, betterhealth, higher education levels and more concern about food safety consumers, havehigher willingness for the certified food of traceability accountable certification body;male and female consumers as well as unmarried and married consumers are different in the willingness to buy a certified food of traceability accountable certificationbody.In order to improve the situation of food security and the certified food’s marketshare, safeguard the legitimate rights and interests of consumers, the government,media, market and consumer should take measures to improve it. Firstly, thegovernment should strengthen the traceability accountability certification bodies. Inthe case of traceability accountability certification bodies,the consumers’confidencefor certified food become high,the willingness to buy certified food become stronger,certified foods’ sales increase and the occurrence of food safety incidents reduce.Secondly, the relevant media should increase food-related information on thecertification of propaganda, to enable consumers understand certified food better,trust certified food, culture consumers’ awareness of certified food, create a goodcertified food demand environment. Thirdly, improve the market’s access threshold,repel the certified food not meet the requirements, give crackdown to unfaircompetition, in order to create a fair competitive market environment. Finally,consumers should improve their awareness of food safety. Consumers are veryconcern ed about food quality and safety issues, but only concern about the issues isnot enough, improve their awareness of food safety is very important, throughtelevision, newspapers, Internet and other media, to understand food safetyinformation, safety consumption, from its start, to prevent food safety incidents.