Research On The Influencing Factors Of Consumers' Participation In Social Security Of Food Safety

In recent years,there have been a series of food safety incidents in China.Food safety issues have been exposed to the public once and for all,and they are intensifying.From the side,it reflects that there are still many drawbacks in the current food supervision,and the food safety supervision methods need to be improved.In the modern risk society,any subject facing increasingly complex food safety issues cannot deal with it alone.The government's “single fight alone” regulatory model has become outdated,and social co-governance is the development direction for effective governance of food safety issues.In the main body involved in the food safety social co-governance,the consumer's main body is a backbone that cannot be ignored.The supervision has great potential and is ubiquitous,which has natural advantages over other entities.However,the survey found that consumers did not actively participate in food safety social co-governance and played their due role for various reasons.This paper takes "willingness-capacity-behavior" as the main analytical thinking to study the factors that affect the participation of consumers in food safety social co-governance.Through in-depth interviews,this article aims to understand whether consumers are willing or willing to participate and whether they will participate in food safety and social co-governance.Using grounded theories,this paper analyzes the influencing factors of consumers' participation in social co-governance of food safety,and builds a model of influence factors.Afterwards,a survey questionnaire was designed based on the established model,and statistical analysis was conducted on the recycled questionnaire.The model was tested using an empirical method.The results of the study show that:(1)There are four main factors that affect consumers' participation in food safety social co-governance.They are consumer cognitive factors,consumer participation costs,income factors,institutional technology factors,and situational factors.(2)Consumer cognition and consumer participation cost—Return is an internal factor that influences the consumer's willingness to participate—the consistency of participation behavior;however,the institutional technology factor is an external factor that influences consistency from the outside.In addition,except for security risks that have a negative impact on consumers' participation in the social co-governance of food safety,the rest of the impact factors are positive.(3)The effect of contextual factors on consumers' cognitive factors,consumer participation costs,benefits,and institutional technology factors have a moderating effect on consumers' participation in food safety social co-governance.