Research On Consumer Choice Behavior Of Genetically Modified Food Based On Choice Experiment

Discovery of gene splicing techniques in 70s the last century has brought great influence to agriculture and human life,since the commercial application of genetic engineering in 1994,transgenic technology has been rapid development and wide application,consumers have gradually intentionally or unintentionally started eating genetically modified food.However,in recent years,with the exposure of food safety incidents,the debate between genetically modified foods and the vast number of consumers is becoming more and more intense In the minds of consumers,there has been a basic positioning,cognition,attitude and preferences of genetic engineering,and this preference and attitude not only determines the future of genetically modified food,but also has a certain impact on the development of transgenic technology In this context,research of consumer'attitudes toward genetically modified food and risk perception situation,and discusses the factors which influence consumer choice behavior,provide a scientific basis for the government and relevant departments to establish communication mechanism of decision-making and risk.This paper from the perspective of consumers,the genetically modified soybean oil as the research object,utilize the choice experiment,risk perception theory and consumer behavior theory,according to the Harbin consumers' willingness to buy genetically modified food and cognition of genetically modified food,preferences and willingness to pay for the design and survey.Then,summarizing and sorting will survey data,use the factor analysis to reduce the attitude and perceived risk of genetically modified food in general,influence and through the regression analysis method to explore the different risk perception and different risk attitude of the people choice behavior of genetically modified food;Use the random parameters of the logit model in the CE to analysis consumer preferences for genetically modified food of different attributes and calculate the willingness to pay for each attribute,provides the reference for our country the development of genetically modified food and government decision.The results show that:(1)The frequent food safety incidents in China are a serious impact on the development and application of transgenic technology.(2)Consumers of genetically modified foods in the level of understanding is not well understood and the general level of understanding,consumers in the potential risks of genetically modified foods have a higher perception.(3)Consumers with different dimensions of risk perception have significant influence on the willingness to purchase genetically modified foods,among which the impact of ecologicalenvironment risk,health risk and policy regulation risk on purchasing intention is negativelycorrelated.(4)There is an obvious preference for the choice of the attributes of genetically modified foods,and there is a significant positive preference for the increase in the amount of nutrients,which is a significant negative preference for the increase of the content of genetically modified foods.(5)Through the RPL model to calculate the consumer's willingness to pay for the various properties of genetically modified foods,nutritional content increased(11.06 RMB),the increase in the amount of genetically modified(-5.31 RMB).The results of this study provide a new way force CE to study the genetically modified food,and provide a reference for food safety supervision and management.