Study On The Influence Of Consumer Willingness To Pay For The Additional Price Of Pork Traceability

Food safety is a global public security problem, high-profile. In 2015, on the part of Boao Asia BBS-- "food safety and international power-sharing ”, all the people calls for attaching great importance to food safety problems both at home and abroad. At present, China's food safety incidents in, the social from all walks of life were particularly concerned about food safety problem. At the same time, with the development of social economy, rising living standards, people's attention to food safety also with ascension, food safety has become an inevitable trend of social development. On one hand, the food safety problem has become an important social problems of urgent need to solving in China; On the other hand, in the form of traceability to ensure food safety, is the product of social progress, the traceability of food has a broad market prospect.Using planned behavior theory and consumer behavior theory as the theoretical support of relevant, and drawing lessons from the research results of scholars at the same time, consumers in jiangxi province as the research object, with pork traceability of specific types, this paper builds a theoretical model of influencing factors about consumer traceable pork willingness to pay, using the correlation analysis, regression analysis and other methods validation model and hypothesis. Results show that the purchase attitude, subjective norm, perceived behavior control has significant positive influence on consumers' willingness to pay, the adjustment effect of perceived risk between purchase attitude and willingness of consumers to pay is also verified. Through the investigation and study also concluded that the consumer's perception of the traceability of meat level is not high, there is the phenomenon such as "I don't know the market have traceability pork", "Don't know where to buy"; The content of the cognition for the traceability of pork is not comprehensive, some consumer is skeptical of pork traceability system; Overall, the willing to pay for traceable pork premium level of consumers is limited.Based on the above research and combined with the current actual situation of the traceability of pork consumption, this paper puts forward the following countermeasures for the development of pork traceability system,From the point of view of government,(1) the positive promotion of consumer traceable pork cognitive level(2) to promote and support the establishment and development of pork traceability system(3)Establish a claim system, earnestly safeguard the interests of consumers(4) to establish relevant laws and regulations, strengthen supervision;From the enterprise point of view,(1)to intensify efforts to promote traceable pork(2) to ensure the product quality, reduce the production cost(3)to improve sales channels(4) to improve the logistics system.