Research On Hyginenic Pork Handling Of Consumers

In recent years,the proportion and frequency of food-borne disease outbreaks in China are getting higher and higher.The number of poisoning and death from food-borne illness is also increasing year by year.It means that consumers still can not play "the gatekeeper" of food safety very well.The number of pork production and consumption is very large in China.At the same time,the main cause of food-borne disease outbreaks is the presence of microbial pathogens in meat food.Therefore,hygienic food handling with pork is the most directive and effective way to eliminate food-borne disease.The core contents of this research were the analysis of the influential respects of hygienic food handling intention about pork.This research involved perceived risk and health habits as two external variables into traditional theory of planned behavior,constructing a theoretical framework of planned behavior as an empirical analysis framework.In this study,the urban consumers in Nanjing were the research object,and finally the project collected 504 valid questionnaires.In the descriptive statistics analysis,we fund that the consumers’ safety degree of hygienic food handling with pork was low,especially in the four parts of behavior of raw meat,personal hygiene behavior,cooking preparation behavior and maintenance of facilities.Meanwhile,compared with international research results,the safety degree of the consumers’ six high risk handling behavior involved in this study was obliviously lower except refrigerator food storage behavior.In addition,the data in the aspects of hygienic food handling with pork revealed that the correctness of relative questions is between 39.08%and 64.09%.Comparatively,the level of the respondents was not high,so the time and effective education and intervention from government is necessary.Based on the empirical analysis of the structural equation,the results showed that the attitude of hygienic food handling with family pork was significantly positively correlated with their hygienic food handling intention;the subjective norm of hygienic food handling with pork was significantly positively correlated with their hygienic food handling intention;the perceived behavior control of hygienic food handling with pork was significantly positively correlated with their hygienic food handling intention;perceived risk,enterprise image and perceived quality were significantly positively correlated with their hygienic food handling intention.Finally,this study put forwards several suggestions,such as creating brand,paying attention to store management,segmenting marketing,making pork pork product differentiation,get the promotion and popularization of consumer awareness,so as to promote their own development.