Study On The Influencing Factors Of Consumers' Intention To Buy Close To The Expiry Date Food

In recent years,food quality and safety problems occur frequently in China,causing consumers to have a crisis of trust in China's food,even threatening the safety of consumers' lives,and having a negative impact on people's livelihood and the economy.Although China has solved the problem of food quantity since the reform and opening up,the exposure of food safety problems still caused great panic among consumers.On the premise that the quantity of food is guaranteed,the quality of food is getting better and better,and at the same time,the problem of food waste is also generated.A quarter to a third of the food in the entire food supply chain ends up not being consumed,a figure that goes beyond the proposed oversupply to prevent supply chain volatility.In addition to being an economic burden,food waste can have a major impact on society and the environment.However,in terms of food safety and food waste,the government has taken measures to deal with it.These include regulations on temporary food that require food vendors to alert consumers in an eye-catching way during processing.Strengthening the management of temporary food,on the one hand,can improve the right of consumers to know,when the purchase of temporary food can be eaten in time,while protecting their own health will not cause food waste;On the other hand,it can effectively control the backflow of expired food and reduce the probability of food safety incidents.In this context,the purpose of this study is to analyze the impact of perceived risk from consumers' subjective perception on their purchase intention,and to explore the moderating effect of consumers on the path from perceived risk to purchase intention with different label information and different immediate degrees.The required sample data were collected by face-to-face interview and online and offline questionnaire survey of the respondents,two categories of temporary food with two degrees of urgency were compared,and the communication methods of cost saving or waste avoidance were conveyed.In the end,1102 valid questionnaires were obtained for analysis.In this study,variance analysis and independent sample T test were used to analyze group differences.Path analysis by linear regression.The results show that the demographic variables and stage in the consumer perceived risk and consumer in the food food purchase intention respectively with different degree of significant relationship,advent degree to the advent of food purchase intention exists significant difference,but in the degree of influence on purchase intention,advent degree > save cost> avoid waste.The likelihood of choosing immediate foods also depends on the type of food.The results of this study could suggest ways to improve communication about impending food purchase intentions,targeting different food categories and consumer groups.