Research On Consumer Edible Oil Safety Evaluation, Purchasing Behavior And Willingness To Pay Premium

Edible oil is a necessity of daily diet and life,and its safety is closely related to people's health.With the increasingly abundant material living conditions,the public's demand for the quality and safety of edible oil has gradually increased,and the safety problems have become increasingly complex.Nowadays,the situation of food safety is still grim,and the safety of edible oil has already attracted close attention from all walks of life.The safety problem not only affects the healthy development of the industry,but also is not conducive to social harmony and stability.However,it is biased to attribute the downturn of food safety to safety issues.Consumers' perception,attitude and trust in the safety attributes of edible oil will also lead to changes in the market situation by influencing purchasing behavior.Based on this background,this paper starts from the perspective of consumers,from the evaluation of edible oil safety,combined with quantitative analysis and qualitative analysis,to explore the Chinese consumers' perception of the safety attributes of edible oil,the attitude towards the safety status of edible oil and the main body of the regulatory body.Trust,analyze the impact of the above three aspects on consumer purchasing behavior and willingness to pay premiums,and the degree of influence? It can not only fully understand consumers' awareness of consumer oil safety and consumer demand,but also provide a theoretical basis for government departments to formulate and implement relevant policies,and provide useful reference for enterprises to formulate reasonable and effective marketing strategies,which is of great significance.On the basis of systematically combing relevant theories and research results,this paper first constructs an edible oil safety evaluation system,and uses the analytic hierarchy process to calculate the relative weights of each level of evaluation indicators and sort them.Secondly,the fuzzy comprehensive evaluation method is used to comprehensively evaluate the importance of the safety characteristics of edible oil.Re-examine the factors affecting the purchasing behavior of organic edible oil and the willingness to pay for premiums,and support the basic data obtained from the questionnaire survey.With the binary logistic model and the ordered Logistic model,the consumer organic oil purchasing behavior and premium payment are respectively paid.The influencing factors of willingness were analyzed and discussed.According to the results of model regression and marginal effect analysis,relevant policy recommendations for promoting consumer purchasing behavior and increasing payment premium were proposed.The results show that consumers pay more attention to the safety status and safety issues of edible oil,but their satisfaction with the safety status is low.Safety certification mark,production date and shelf life in safety information mark have significant influence on the purchase behavior of edible oil,and have attracted much attention of consumers.Consumers have a particular preference for the color and taste properties of edible oils,while the overall evaluation of food quality management system and traceability system is not high.The income level of consumers has a significant positive impact on purchase behavior and willingness to pay premium,while age has a negative impact on purchase behavior,and gender has a significant impact on willingness to pay premium.Consumers' perceptions,attitudes and the trust of regulators have different effects on the willingness to pay premium for organic edible oils.Based on this,it is proposed to strengthen the safety propaganda of edible oil,enhance the level of consumer safety awareness;increase the intensity of democratic supervision,improve the evaluation of the satisfaction and trust of edible oil;formulate precise marketing strategies,promote purchase behavior,and increase the willingness to pay premiums.The possible innovations of this paper are as follows: Firstly,the safety evaluation system of consumer edible oil is constructed.Refining the safety attributes of edible oil that consumers pay most attention to as the influencing factors of purchase behavior and willingness to pay premium.In order to promote the theoretical study of consumer edible oil safety attributes selection.Secondly,the improved analytic hierarchy process and the fuzzy comprehensive evaluation method are used to calculate the safety of edible oil quantitatively,which enriches and develops the safety evaluation methods of edible oil,in order to provide useful reference for scholars who use this method to conduct in-depth research.