Study On Consumers’ Risk Perception Of Food Near The Shelf Life

In recent years,with the exposure of food safety incidents.The issue of food safety has become the focus of increasing concern to people. The state has therefore adopted many policies to deal with this problem. Including the management to the food which is near the shelf life published by China’s National Bureau of Administration for Commerce and Industries in January 28,2012.Required that food operators should make some eye-catching tips for consumers about the food which is near the shelf life. Strengthening the management of food near the shelf life on one hand, can enhance the consumers’right to know the truth.Consumers can eat in time when they buy the food near the shelf life.It will not cause the waste of resources in the protection of their own health at the same time.On the other hand,managing food near the shelf life can effectively control the expired food reflux to market.Therefore,in this paper,we study the characteristics of consumers’risk perception of food near the shelf life in subjective point of view.On this basis,exploring the differences of the dimensions of consumers’risk perception about different kinds of food near the shelf life.And researching the consumers’psychological price of considering buying food near the shelf life.So the study content of this paper mainly includes three aspects:1.The factors of influencing consumers’risk perception on the food near the shelf life.This article studies the different risk perception of different consumers from four point of view,including knowledge of food near the shelf life,buying experience,risk attitude and demographic variables.The result is that, knowledge,buying experience and risk attitude have significant influence on consumers’risk perception. From the perspective of risk dimension,most consumers have a strong feeling on the three dimensions(health risk,performance risk,financial risk) of risk perception.The mean is above 3.6.And of all,health risk is the strongest.2.Consumers’different risk perceptions of different kinds of food.In this study, we choose 10 kinds of food based on the national standard And found that the risk perception of meat,liquid milk and fruit and vegetable are stronger than other products.3. What’s the psychological price of consumers’considering buying food near the shelf life.Whether consumers buy the food near the shelf life depends on whether they accept the risk brought by the food near the shelf life.As well as the balance between the risk and economic interests.Research shows that when the price is reasonable,the majority of consumers will buy the food near the shelf life.