Research On Traceable Purchase Intention Of Chicken In Harbin From The Perspective Of Heterogeneity

Food safety issues are closely related to people's physical fitness.However,in recent years,the media has exposed a large number of food safety scandals,which has made people lose confidence in food safety.And chicken is a kind of meat consumed by many families.How domestic chicken manufacturers can eliminate consumers' concerns about chicken safety and seek long-term development is an urgent task.In order to make this article more realistic,the author has combed the relevant literature,using the theory of random utility and Utility maximization problem as the theoretical basis,using the two-stage dichotomous selection method in CVM to design the questionnaire for empirical research,and to collect and distribute the questionnaire to the consumers in Harbin City to obtain the data needed for the research.Based on the conditional Logit model and the potential category Logit model,this paper constructs a model of consumer's purchase intention to traceable chicken,and analyzes the factors that influence the consumer's traceable chicken purchase intention.The results of the model fit well.Through the empirical analysis,the main conclusions are as follows:First,the results of conditional Logit model show that,among the factors,the family size,occupation,consumption environment,attitude to food safety,confidence in traceable information to prevent food safety risk,knowledge of traceable information and traceable food,confidence in the authenticity of traceable chicken information,and price all had significant effects on consumers' willingness to purchase traceable chicken.Second,the Latent category conditional Logit model shows that consumers' preference for traceable chicken is significant in both categories,the two categories of consumers showed strong heterogeneity in their preference for traceable chicken.Occupation,place of purchase,confidence in a traceability system to guard against food safety risks,and trust in the authenticity of traceable information,the effect on the traceable willingness to buy chicken in two groups of category 1 and 2 was significant.Third,The sample data calculated that consumers were willing to pay a 30.86 per cent premium for traceable chicken.That is,city dwellers in Harbin are willing to pay 30.86 per cent more for traceable chicken than for regular chicken.Based on the results of the conditional Logit model and the potential category Logit model,some suggestions are put forward to promote the domestic traceable chicken market,it has certain reference significance for improving food quality and solving food safety problems in our country.