Research On The Relationship Between Farmers And Herdsmen’s Trust And Dairy Purchase Behavior Based On Structural Equation Model

With the development of the economy and the improvement of the income level of rural residents,dairy products have gradually become a health-promoting food for more and more rural residents.Dairy products occupy an increasingly important position in the consumption of farmers and herdsmen,and the trend of dairy products consumption by farmers and herdsmen shows a rapid growth.However,in recent years,China’s dairy industry security incidents have occurred frequently,including some well-known enterprises.After experiencing these dairy product quality and safety incidents,consumers,trust in China’s dairy products and dairy products industry has rapidly declined.China’s dairy market is facing a major threat and has a negative impact on the development of China’s dairy industry.In this context,it is of great significance for regulators and producers in the dairy industry to take measures to reduce the impact of adverse factors and re-energize consumers’ confidence in China’s dairy market.Based on the reference of domestic and foreign related references,this paper starts with the personal factors of farmers and herdsmen,family characteristics,trust in dairy products and consumption of dairy products.Conduct a random sample survey of farmers and herdsmen in the surrounding areas of Hohhot through field research,and conduct descriptive statistical analysis of the data obtained,and then analyze the relationship between farmers’ and herdsmen’s consumer trust and dairy product purchasing behavior through structural equation modeling.To explore the role of farmers and herdsmen’s consumer trust in the purchase of dairy products.The study found that from the overall trust in the quality and safety of dairy products,most farmers and herdsmen consumers showed a relatively trusting state.In terms of consumption of dairy products,the number of households and the per capita income of the family have a significant impact on the types of dairy products purchased by farmers and herders.High-income farmers and herdsmen tend to buy pure milk and yogurt,and low-income families tend to buy milk tea;The frequency of consumption of dairy products by most farmers and herdsmen is relatively stable and most tend to consume dairy products on demand.Through the structural equation model to analyze the relationship between farmers,and herdsmen’s consumer trust and dairy product purchasing behavior,it is found that the four dimensions of farmers,and herdsmen’s consumer trust have a significant impact on the purchasing behavior of dairy products,and the quality level has the greatest impact on purchasing behavior.Second is the govemmenfs credibility and brand satisfaction,while perceived risk has a negative impact on purchase behavior.Based on the above conclusions,this paper proposes corresponding countermeasures.For farmers and herdsmen,the government and enterprises should strengthen publicity on the nutrition and safety of dairy products,so that farmers and herdsmen can learn more about dairy products;For dairy production enterprises,we should pay attention to the construction of our own reputation and integrity,not only product quality improvement,but also enterprises honesty and trustworthiness,and win consumer trust;For the government,we should continuously increase the supervision and management of dairy-related manufacturers,constantly improve relevant laws and regulations,and enhance the trust of farmers and herdsmen in the safety of dairy products.