A Study On The Influencing Factors Of Consumers' Food Safety Risk Awareness

Food safety is an important social issue involving the people's livelihood,which has aroused wide attention from the whole country and the community.Since it will not only harm to people's health,even cause social psychological panic seriously,but also makes people lose confidence in domestic food consumption.So that,it will cause some trauma to the national economy.Social psychological panic is often not the true level of risk,but the perceived risk level of consumers.As a result,the study of food safety issues under the consumer risk perception of the psychological mechanism has a positive meaning.It could guide the practice of how to reduce the perceived risk levels of consumer food safety issues,and appease the people to reshape the confidence of food consumption.Firstly,this study uses the qualitative analysis method,it is concluded that the perceived risk level of the consumers is related to the trust degree of the different subjects in the food market under the background of food safety after reading a large amount of literature.According to the specific situation of the research problem and the reference to the predecessors' research,this paper divides the trust into two different levels: the trust of industry level and the trust of enterprise level.Moreover,the industry level trust is split into two dimensions: the trust of government and the trust of media.The enterprise level trust is divided into two dimensions: the trust of farmers and the trust of retailers.The measurement of food safety risk is mainly from four dimensions: health risk,functional risk,financial risk and psychological risk.After that,it would use the qualitative analysis method,which means,exploring the impact of different types of trust on consumer food safety risk perception through empirical investigation,and two types of trust and consumer food safety risk perception between the direct or indirect relationship,mainly through the questionnaire the data of the 160 subjects collected by the survey were validated by factor analysis,correlation analysis and regression analysis in SPSS 17.0.The results show that the trust at the industry level and the trust at the enterprise level have a significant impact on the food safety risk.The higher the trust of the consumers,the media,the farmers and the retailers,the lower perceiving of the consumers' health risks,functional risks,Financial risk,psychological risk.Therefore,in order to reduce the consumer's perception of food safety risk and improve the confidence of consumers' purchase behaviours of buying food.This article put forward four points of management inspiration from the perspective of industry and enterprise level.At the first,the government could improve food safety supervision,and create an open and transparent information service platform.Secondly,the media could disclose reliable food safety information.Thirdly,the farmers could do the ecological green production and provide healthy raw materials.Lastly,the distributors could distribute safe and healthy of food reasonably.