Research On The Effect Of Responsibility Attribution And Consumer’s Adverse Behavior Under Agricultural Product Harm Crises

In recent years, frequent similar events like Shuanghui clenbuterol, melamine milk powder incident, Sudan eggs and other agricultural injury crisis occur, people are increasingly concerned about food safety issues, the outbreak of these crisis could lead to a economic damage of agricultural business as well as the brand equity, or result in consumer’s anxiety, anger, complaining about a series of reactions, which generates an adverse of consumer behavior and that will result in a reduction of agricultural enterprise market share, reduce economic efficiency, brand damage. Thus, agricultural enterprises will ne. Conceptualizing, measuring, and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1 impacts of different types of damages are various to different agricultural enterprises. Based on the perspective of responsibility attribution, agricultural injury crisis can be divided into two types: one is lacking of ability and the other is the moral deletion, different types of agricultural injury crisis may lead to a varying degrees of damage in brand equity, they produce different adverse effects on consumer behaviors. Therefore, to explore the relationship between long-term development of agriculture and food safety issues are important.From the perspective of brand assets, discusses the impact of agricultural damage liability crisis on consumer’s adverse behavior, which is profound for guiding the agricultural enterprises to adopt a more effective way to promote the treatment and rehabilitation of agricultural injury crisis and a better understanding about consumer’s reverse behavior. Based on this, from the brand perceived quality, brand association and brand loyalty of complex dimension constructed agricultural injury crisis responsibility attribution and consumer behavior research model Reverse, brand perceived quality, brand association and brand loyalty as the intermediate variables analyzed missing type two type lack of ability and moral responsibility to produce different types of injury crisis attribution impact on consumer behavior in reverse. Through a combination valid samples of on-site survey and network questionnaire, which are collected from Guangdong province 324 using structural equation model technique to study empirically tested. The empirical results show that: the ability deficient agricultural damage and moral crisis deletion has a outstanding negative effect, which can hurt the brand perceived quality, brand loyalty. In addition, brand association of consumers are reverse behavior have a significant negative effect,brand loyalty of consumers are reverse behavior have a significant positive effect. Combine empirical results, this paper from the perspective of agricultural attribution of responsibility is proposed to guide enterprises to establish agricultural crisis agricultural injury prevention awareness, improve the quality and safety control of agricultural enterprises and the establishment of agricultural injury crisis early warning systems and other countermeasures.