Research On The Food Safety Consuming Behavior Of Rural Consumers From The Perspective Of Information Asymmetry

Rural areas are the source of national food production and processing in the country.In recent years,the frequent occurrence of food safety incidents has damaged the confidence of rural consumers in food safety,which leads to the rural food safety problem as one of the major public problems in our country.Taking advantage of information channels narrow and lack of information of rural consumers,some unscrupulous traders provide the conceal information or wrong information to consumers.Therefore,it is necessary to put forward an effective solution to solve the rural food safety dilemma in the context of information asymmetry.On the basis of consumer behavior theory and fishbein model,the paper has a comprehensive study about the asymmetric information of food safety in rural areas,the behavior of consumers' food safety consumption and the factors affecting consumer's food safety consumer behavior.In the basis of fully defining the food safety,rural food safety and food desert effect,this paper makes a systematic exposition of the unique behavior pattern of rural consumers in China under the condition of asymmetric information,so as to explain the general rules and characteristics of rural consuming market in china.In order to enhance the reliability and validity of research conclusion,this study construct the food safety consuming behavior model of rural consumer by fishbein model,using survey data analysis of influencing factors and the action path in the information asymmetry.This paper explains the motive force and source of food safety consumption in rural areas and summarizes the main factors that hinder the formation of food safety consumption environment.Through the systematic and in-depth study,we found that the information asymmetry system can be divided into four dimensions: information search,information awareness,consumer expectation and risk perception.These four dimensions are independent of each other and directly affect the consumer's intention of safe consumption through consumer behavior and subjective norms,and then directly or indirectly affect the consumer safety behavior.Among them,the factors such as government's published food safety information,consumer information awareness level,consumer risk perception ability,grasp of food safety information,for high price attribute recognition and other factors have positive impact on the food safety of rural consumers.The government should strive to improve the information disclosure system,establishing an effective transmission mechanism for food safety information,increasing the supervision and inspection of the manufacturers,promoting the structural reform of consumption side to become a good social co-governance.