An Empirical Reseatch On Zero-risk Willingness Of Food Safety

In recent years,the objective situation of food safety in China has improved,but food safety incidents happen occasionally.These incidents can be roughly divided into two categories,one is the real food safety incidents;the other is the pseudo food safety incidents,because of misunderstanding or rumors,the public pursuit of food safety zero risk,the legitimate existence or detection of certain substances as security incidents.A large number of false food safety incidents have had a negative impact on the healthy development of the food industry and social harmony and stability.On the basis of previous studies,this paper combines the theory of risk perception,risk social magnification,trust and KAP to study the status quo of zero risk perception and its influencing factors from a more refined perspective of food safety risk management-zero risk perception.Then,combined with the impossible realization of zero risk of food safety,the influence of the willingness is analyzed dialectically.Subsequently,this paper obtained data through a questionnaire survey,the ordered probability model and structural equation model were used to conduct a preliminary and in-depth empirical study on the influencing factors of willingness.Research shows that pursuing zero risk of food safety is the fundamental reason why public perception of food safety risk remains high and food safety satisfaction is difficult to improve.Zero-risk willingness of food safety has a positive impact.but the negative impact is greater,involving consumers themselves,the food industry,the government and the whole social level.The intensity of the willingness is related to factors such as consumer expectation gap,values and interactive participation.These factors affect the willingness through the food science literacy and online media trust.The higher the food science literacy of consumers,the lower the intensity of this willingness;and the higher the degree of trust in online media information,the stronger the willingness to zero risk food safety.Based on this,in order to reduce consumer food safety panic psychology,promote the healthy development of the food industry and social harmony and stability.This paper puts forward the following suggestions:Firstly,we should comprehensively enhance citizens’scientific literacy and integrate science popularization into daily life through a variety of channels in accordance with public concerns and in a manner that they are willing to accept.Second,We should carry out food safety risk communication and perfect laws and regulations.Third,enterprises should carry out food safety risk communication to enable consumers to understand the process of food processing.Fourthly,the establishment of multi-party participation and linkage mechanism to achieve information sharing,communication and collaboration and rapid response to food safety incidents.Fifth,create a good food safety consensus environment,improve the coverage of correct and positive information in the whole network.