Analysis On Consumers’ Purchasing Revovery Behavior After Food Safety Incidents

Frequent food safety incidents have caused widespread concern about China’s food safety situation in recent years. And food safety has become an important livelihood issue. However, that food safety issues cannot be completely solved just by improving food safety regulatory system in nowadays. Since there is no zero risk to food safety, developed countries like Europe and America with improved food safety management system cannot prevent the occurrence of food safety incidents. Because of its far-reaching impact on public health, food safety incidents even occur once will cause consumers to reduce their consumption in the relevant food with panic, but also greatly reduce the credibility of the Government.It is important that consumers’ purchasing behavior recovery quickly will promote the recovery of related food industry and mitigate the negative impact of food safety incidents. In this study, we choose that consumer purchasing liquid milk behavior after melamine incident as the main object of study. Based on the literature review and questionnaire survey, we explore the mechanism of consumers purchasing recovery behavior, and then we analysis factors of consumers purchasing behavior. The innovation of this article may be that we explore the factors of consumers purchasing behavior about domestic liquid milk, and try to provide policy basis for the promotion of China’s dairy industry recovery, after distinguishing domestic brands to foreign brands of liquid milk.We also find that the melamine incident has caused significant negative impact on China’s dairy farming industry, dairy processing industry, dairy trading industry and dairy consumption industry, and it has also disrupted the development pace of China’s dairy industry. In particular, it is bad for long-term development of domestic dairy industry that dairy exports declines largely but imports expands rapidly. Besides, significant changes in consumer brand liquid milk consumption have occurred. Consumers have increased the consumption of local dairy brand Weigang and domestic high-end brands of milk in Nanjing.Through empirical regression analysis, we find that the influencing factors of consumers’ purchasing behavior recovery or not include:trust on government released information, evaluation of the effectiveness of measures, as well as perception on domestic liquid milk quality of relatives and friends. And we also find that the influencing factors of consumers’purchasing behavior recovery time include:consumer knowledge about the melamine, liquid milk purchasing involvement, as well as gender, age, education, and income levels.On the basis of research findings, we propose policy recommendations to promote the recovery of consumer purchasing behavior:taking timely and effective measures to increase domestic food safety standards; strengthen the food safety risk communication to enhance consumer confidence; regulating food safety information communication to avoid Misunderstanding the information; deepen education of food safety knowledge to build consumer correct awareness.