Jiangxi Rural Resident Food Safety Consuming Behavior' Guidance Mechanism Research

After the reform and opening-up,China's overall economics developed rapidly,people's living standard has been obviously enhanced,but in recent years,food safety problems emerged in endlessly,attracted public,Party and State's highly attentions,the statement of countries and regions intensified the food safety works constantly.Now,urban food safety situations had been improved evidently,but wide rural' food safety supervise and govern had been neglected.Gradually,rural becomes the new market of counterfeit and shoddy products,rural residents undoubtedly turned into the main undertaker of food safety hazard consequences.Although,rural residents could perceive the harms of food safety problems at a certain extent,food safety consuming behavior still remains the unreasonable problems,this would increased the possibility and seriousness of food safety problems that rural residents may faced.Thus,exploring the rural residents food safety consuming behaviors and the influence factors is crucial.This paper on the basis of Planned behavior theory,Information asymmetry theory and Public goods theory,as the background of China's rural,investigated and interviewed the 11 prefectures which were under the jurisdiction of Jiangxi Province Municipalities,then collected 1204 data information about the rural residents' food safety consuming behaviors through the questionnaire method.Afterwards,analyzed the preferences and problems of rural residents' food safety consuming behaviors.In empirical analysis part,constructed the model of rural residents' food safety consuming behaviors on the basis of Planned behavior theory,used the survey data to analysis the influence factors of rural residents' food safety consuming behaviors,in terms of the food safety consuming decisions which was including the perception,attitude,wills,then explored the characteristics and rules of Jiangxi rural residents' food safety consuming behaviors.From all of this,the paper build the rural residents food safety consuming behavior guidance mechanism and put forward feasible measures.Through the study,we found the behavioral attitude,subjective norm,perceived behavior control,perception of risk,perception of data are affect the rural residents food safety consuming behaviors obviously;the effect of behavioral attitude,subjective norm,perceived behavior control,perception of risk,perception of data to the rural residents food safety consuming behaviors is produced directly,not through the intervening variable——food safety consuming willing.Food safety consuming willing isn't affect the food safety consuming behaviors.Therefore,the paper build the Jiangxi rural residents food safety consuming behavior guidance mechanism model and explain the component,main responsibilities and running mode of the model.In the end,put forward the following measures to guarantee the Jiangxi rural residents food safety consuming behavior guidance mechanism model running effectively:(1)government should exercise leading function practically.(2)social organization should full play to coordination function.(3)network media apply effectively the auxiliary function.