The Consumer's Cognition And Evaluation Of The Two-dimensional Code(Qr Code) For The Quality Safety Of Agricultural Products

In recent years, food safety problem happened frequently, agricultural products safety become one of the most outstanding problem. On the one hand, agricultural food safety problems cause serious damage to the health of consumers. On the other hand, it had disturbed the normal economic order, influenced the benign and healthy development of economy in our country. Food safety problems occur frequently, the reasons are that there is different degree of information asymmetry of the main agricultural products in the production, processing, marketing, consumption and regulatory steps, formed the produce safety grey area. How to solve or reduce the security problem caused by the adverse selection of markethas become a key work for the producer, enterprises and consumers, as well as the government. On security market for agricultural products, the market failure problems abound, research how to solve the asymmetric information problems in the agricultural products is a very important subject.Therefore, this study is based on the information asymmetry, with the national pilot county of produce quality safety unit- Gaoming district of Guangdong province as an example, analyzed the brillant area by means of informationization, intellectualized, using IC card system as the quality and safety of agricultural products for ease breakthrough for the development of agricultural product quality safety information asymmetry, built up from "farm to table" the traceability of the quality and safety of agricultural products in the whole process of the system, test system, citizens scan Qr code, you can query origin, date of production and other relevant information, flexible use of the "Qr code traceability" new applications, rectify agricultural information asymmetry of each link, ensure "safety" on the tip of the tongue. Gaoming district, Foshan city to carry out the agricultural products quality and safety traceability Qr code system management mechanism has already passed three years of market observation, in the process of gradually explore, through the joint efforts of institutions at all levels, have begun to pay off, and harvest the most consumer groups, after the product production quality control and sampling observation of quality inthe process of market circulation greatly eliminates the market consumption of the information transmission efficiency is too low to consumers; Information asymmetry between the two sides of supply and demand situation under the security identity and Liang Zheng sales has been effectively ease; Through publicity of product quality and safety issues and the way the timely release of product data eliminates the unequal information between consumers and the government agricultural products. The effective way of management have high reference value.At last, paper also combined the actual Gaoming district, Foshan city, on the basis of investigation and analysis, from a lot of link solve information asymmetry and solve the asymmetric information between producer and consumer, to solve the information asymmetry between producers and government, to solve the information asymmetry between the government and consumers and so on four aspects to put forward to alleviate the quality and safety of agricultural products in the asymmetric information countermeasure and the suggestion, in order to produce security escort.