Consumer Quality And Safety Cognition And Its Effect On Chicken Consumption

As the rapid development of China's economy and the improvement of people's income level,chicken product safety has become a hot point for consumers.China is in the critical period of transformation of economic development and reform innovation,high-end green product consumption is insufficient,whether chicken products can be as a representative of the low fat,organic,green consumption of products and have the quality development and green development are vital for the long-term development of the Chinese poultry industry,so the consumption status of Chinese chicken products is remarkable.This paper first reviews the consumption status of meat and poultry in China's urban and rural residents.Then,the knowledge and evaluation of consumers on chicken quality and safety are obtained from five aspects: Chicken nutrition,chemical residue,health and environmental diseases,chicken perception and comprehensive cognition.Besides,four main characteristic factors of consumers' cognition on chicken quality and safety are selected for descriptive analysis,namely,individual characteristics of consumers,acquisition of consumer market information,consumers' concern about chicken quality and safety,and reaction degree of chicken price index to chicken quality and safety.Finally,the Ordered Logit model was established to analyze the influence of consumers' perception of chicken quality and safety on chicken consumption behavior.Through questionnaire survey and data analysis,the main conclusions are as follows: 1.Consumers have a certain degree of concern about chicken chemical residues and chicken epidemics,but the cognitive situation is not ideal.2.In the comprehensive evaluation of safety,most consumers think that chicken products in the current market are relatively safe and in the evaluation of safety classification,urban and rural consumers consider that existing chicken hormone residues are the most problems which need to be solved.3.Large supermarkets become the main channel for consumers to buy chicken in the future.4.Compared with the production date,shelf life and freshness of chicken products,consumers' attention to traceability label and certificate of origin is not strong.5.The age of consumers and the monthly income level of families have significant positive impacts on the consumption of chicken products.6.Among the consumers' cognitive characteristics that have significant influence on chicken consumption frequency,whether they are the main buyers of chicken or whether they think that the nutritional value of chicken will reduce and the marginal effect on chicken consumption frequency will be the greatest.7.The information released by government departments and professional authorities has a significant impact on the frequency of chicken consumption of consumers.Combined with the above research conclusion,this research puts forward three policy suggestions:The government and relevant departments should strengthen supervision and management of the chicken industry chain;Enterprises should strictly control themselves and attach importance that quality makes farmers strength and brand makes peasants rich.Consumers should consciously strengthenchicken quality and safety education and actively supervise and report chicken quality and safety problems.