A Study Of Consumer's Confidence About Pork Food Safety

Problems of food safety not only endanger people's health,with frequent food safety events,but also let the consumers' confidence in food safety have become scarce.Pork is the daily necessity of people and its food safety is getting more attention of consumers.In recent years,incidents of pork food safety occur repeatedly,making consumers' confidence in food safety of pork again and again to get the challenge."Take beef" event,dead pig slaughter flesh,private events,glowing pork,water injection meat severely reduced consumers' confidence in food safety of pork and even affect consumers' expectations for China's economic and social security.Existing research more focused on consumers'confidence of food safety the general direction and not for a particular product.This article will focus on the consumers' confidence of the pork food safety the micro level,in order to find the strategy to boost consumers' confidence in food safety of pork.The research object of this study is consumers in Nanjing and the range is from Xuanwu borough,Gulou district,Qinhuai district,baixia district,jianye district,qixia district.The research sites mainly are community,shopping malls,and the farmer's market.According to the demographic characteristics,control the proportion of age,gender,and education,to ensure the rationality of the samples.On the basis of relevant data,first of all,this paper researches on the overall level of consumer confidence in the food safety of pork.According to theoretical basis of consumers' confidence in food safety and reference of successful consumer' confidence in food safety research at home and abroad,this paper will find out the factors that affect consumers' confidence in the food safety of pork and build empirical measurement model of consumers' confidence in the food safety of pork.Second,it analyzes data by AMOS 17.0,SPSS 17.0 software and STATA12.0 and test model of consumers' confidence for pork food safety,then find the influence degree of confidence in the food safety from each influence factor on the pork,finally,put forward strategy to enhance consumers' confidence in the food safety of pork.This paper drew the following conclusions:(1)Consumers' risk perception of pork has significant negative effects for confidence of pork food safety.(2)Consumers' trust for government is positive to influence consumers' confidence of pork food safety.(3)consumers' anxiety is negative to influence consumers' confidence of pork food safety.On this basis,this paper gives the suggestions on enhancing consumers' confidence in the food safety of pork.