Research On The Influence Of Consumers' Perception Of Food Safety Risk And Risk Preference On Self-protection Behavior

At present,with the globalization of food trade and the change of production mode of food processing industry,food safety problem is still in a prominent position all over the world,especially in China.As the last line of defense for food safety,consumers' selfprotection behavior determines the effectiveness of food safety management and has a positive effect on reducing food safety incidents.Therefore,it is very important to strengthen the research on consumer food safety self-protection behavior.Based on current food safety background,this article first constructed a consumer s' food safety self-protection behavior index evaluation system according to the research of domestic and foreign consumers' food safety protective behaviors,and using data obtained from field surveys in Wuhan,Beijing and Chengdu;secondly,the entropy method is used to measure the consumer's self-protection behavior of food safety,and the current situation of consumer's self-protection behavior is deeply analyzed;finally,quantile regression model was used to study the impact of consumer food safety risk perception,risk preference and personal characteristics on self-protection behavior.This article draws the following conclusions:(1)Generally speaking,consumer's food safety self-protection is at the medium-to-high level;among the three dimensions,consumers pay most attention to the family food handling behavior,followed by the purchasing behavior,and finally the information seeking behavior(2)In terms of cities,consumers in Beijing,Wuhan,and Chengdu have no significant differences in the mean values of self-protection and purchasing behavior.However,consumers in Beijing are more concerned about food information search,and consumers in Chengdu are more concerned about family food handling.(3)Consumers' perception of food safety risk has a significant positive impact on selfprotection behavior,and compared with consumers at a high level of self-protection,consumers at other levels are more sensitive to the risk perception;At high quantiles,consumer risk preference has a significant negative impact on food safety self-protection behavior;At low and high levels of self-protection,the interaction between risk perception and risk preference has a significant positive effect on consumers' self-protection behavior of food safety;Among consumer personal characteristic variables,gender,education,family income and marital status have a significant positive impact on food safety selfprotection behaviors,which varies with different quantiles,variables such as family size,age,and living status have no significant effect on self-protection behavior.