Research Of Trust,Attributes And Consumers' Choice For Organic Food

Consumption of our country's organic products ranked fourth in the whole world.As a high-end consumption,organic food get many people's attention and organic industry has a domestic growing.However,consumers doubt on organic food owing to variety of food safety incidents.Organic food is confront with a crisis of consumer confidence,which hinder the sustainable development of organic industry.Studies have shown that organic food is trust product,consumers buy organic food depend on trust.The attributes of the organic product affecting the food safety trust mechanism.Therefore,this paper make a research on consumer preference of the organic food and the difference of consumer preferences.So we can have a thorough understanding of consumer needs and enhance consumer confidence on organic products,resolve trust crisis of organic products in a certain extent to increase consumer demand,and promote the healthy development of organic food industry in China.This paper take organic milk as an example and survey consumers in jiangsu province.The research is about consumers' preference of organic food and consumers' different preferences under different degree of trust.On the basis of the consumer behavior theory and random utility theory,this paper use Choice Experiment to make a research.The main contents are as follows:First,making a survey to understand consumer cognitive of organic food and buying behavior of Jiangsu province,consumers' confidence for each subject of organic food supply chain.Second,researching consumer preference for organic milk product attribute by the Choice Experiment Method and Asclogit model.At the same time,making a cross regression on personal characteristics and organic milk product attributes to analyze the personal characteristics' influence.Then,grouping the consumers by different trust and making a research on consumers' preference of organic food attribute with different trust.Finally,making conclusions on the basis of the empirical.The main conclusions of this paper are as follows:Most consumers had heard of organic food and bought organic food,but the cognitive degree is not high.Consumer confidence about organic food industry chain is obviously on the low side.Consumer has significant preference for organic milk product attributes and the age,income level,the education degree have a significant impact on it.Consumers on different confidence have significant preference on organic food quality and safety of property.Moreover,consumers of low level of confidence prefer quality and safety attribute,and consumers of high level of confidence prefer the trace ability properties.This paper make suggestions as follows:First,government should improve the mechanism of the organic food information dissemination and enhance the promotion of organic food knowledge.Second,producers should reduce the cost of organic food by improving technical method,and establish different consumption patterns according to different kinds of consumers.In addition,government should strengthen management of organic food certification and standardize the order of the organic food market.