Research On Consumer Behaviour Under Food Security Crisis

Recently, all kinds of food problems in people’s daily life are almost becoming anational food crisis. Faced with these frequent food problems, the consumers aredealing with it in different ways.This research, instead of studying the consumers’ behaviors which is based onmacro-level, tries to make researches on the consumers’ daily action towards the foodproblems. We can make a conclusion that those big and organized movements are notbe able to be chosen and afforded by all kinds of consumers. As a matter of fact, theconsumers tend to be engaged in some kinds of low budget activities.This research, form the point of view of practice, tries to explore that what kind ofstrategies will be taken by those consumers who are in an inferior position to safeguardtheir rights and interests, which is better for analyzing the reasons why the consumersmake respond to it in different ways. It was found out that different consumers will takedifferent strategies towards food problems. This thesis will make a summary about theconsumers’ responds to food problems from the following three aspects: the first patternis the strategy selection based on trust. The current food problems have caused theserious crisis of trust system. Some consumers put their eyes on the global social system,which meet their consumer demand by clicking the mouse from the internet; someconsumers will prefer their indigenous social system, which meet their consumerdemand by brand switching; at the same time, other consumers pay more attention tothe new idea of food. The second pattern is the strategy selection based on local trust.Faced with all kinds of food problems, some consumers will construct a reliable foodsystem directly to replace the market allocation through their own social relationshipand in their own organization. The third pattern is the strategy selection based onfatalistic acceptance. Without economic conditions and new reliable food system, theconsumers can only chose a way of avoiding the risk and hazard to find a way whichcan be afforded by them. All kinds of actions are reflections of the consumers’ strongneed of being healthy, meanwhile, are reflections of the consumers’ moral values,economic condition and social capital.The author thinks that it is very meaningful to make researches on solving thecurrent food problems and driving good civic system building and the modernity ofpeople’s self-examination.