Study On The Relationship Between Food Safety Cognition And Recovery Buying Behavior Of Consumers In Shanxi Province

Objective:Food safety is closely related to people’s lives.Once a food safety incident occurs,it is easy for consumers to have panic psychology,thus affecting the purchasing behavior,thus causing an impact on the food industry and affecting the credibility of the government.However,consumers’ resumption of purchasing behavior can reduce the impact and negative impact of food safety incidents on the food industry.This study is helpful to explore consumers’ overall cognition of food safety and recovery of purchasing behavior and its influencing factors,provide reference for government departments to formulate relevant policies,and help promote the recovery of food industry,reduce the negative impact of food safety incidents,improve the management of food safety risks,and improve public consumption confidence.Method:A total of 2275 questionnaires were distributed in Shanxi Province by stratified random sampling method,and 1991 valid questionnaires were collected.SPSS 22.0 and Mplus 5.1 statistical software were used for data cleaning and statistical analysis.Including general descriptive analysis,analysis of variance,Chi-square test,binary logistic regression analysis and Pearson correlation analysis,P < 0.05 was considered statistically significant..Results:(1)Shanxi residents’ awareness of food safety was at a medium level,with a score of(3.14 ± 1.065).The cognitive scores of food safety of consumers were statistically significant in different ages,marital status,occupational type,annual per capita monthly income,daily exercise and food safety concerns(P<0.05).Respondents aged 21-40,divorced,working in government or public institution,annual per capita monthly income of family < 2000 yuan,non-daily exercise and concern about food safety scored higher in food safety cognition.In addition,the average score of food safety-related knowledge of residents was(10.75±2.742)points,indicating a high overall cognitive level.The contents of food safety education that consumers most want to know are poisoning first aid knowledge,food safety status,food nutrition knowledge,food safety knowledge,food laws and regulations,food safety events.(2)The overall score of consumers’ food safety risk perception was(21.30±5.492),indicating a high level of risk perception.The risk perception from high to low was health loss(4.04 ± 1.274),psychological loss(3.58 ± 1.243),social loss(3.51 ± 1.201),performance loss(3.49±1.161),money loss(3.48±1.168),and time loss(3.21±1.221).(3)The average score of consumer trust was(9.57 ± 1.824),which was at the medium level.Consumers’ trust scores for the government,enterprises and media were(3.49 ± 1.069),(3.29 ± 1.056)and(2.78 ± 1.074),respectively,and they trusted the government to manage food safety most.Respondents who believe that strengthening supervision of the food industry will increase consumers’ trust in the food industry topped the list,followed by increasing popularization of science and seeing the traceability process of food in the daily purchase process.In addition,the top three sources of food safety information are mobile phones,the Internet and official news.(4)1045 people(52.5%)would not resume purchasing behavior after the food safety incident,and 946 people(47.5%)would resume purchasing behavior.According to the single factor analysis results of influencing factors of consumers’ recovery purchasing behavior,Different gender,occupation,family per capita monthly income,food safety attention,food safety knowledge score,food safety cognition level,food safety risk perception,trust level of government management of food safety,trust level of media not spreading rumors and whether residents with chronic diseases resume buying behavior after food safety incidents.The differences were statistically significant(P<0.05).Multivariate logistic regression analysis found that annual per capita monthly household income,chronic disease,food safety concerns,food safety awareness,food safety risk perception,and trust in government management of food safety would affect consumers’ resumption of purchasing behavior to varying degrees.Moreover,Shanxi residents with annual per capita household income > 2000 yuan,chronic disease,general concern about food safety,think the overall food safety of China,have little perception of food safety risk,and distrust of government management of food safety are more likely to resume purchasing behavior after the occurrence of food safety incidents.Residents in Shanxi Province whose annual per capita household income is less than 2000 yuan,do not suffer from chronic diseases,do not pay attention to food safety,think that China’s food is unsafe overall,have a high perception of food safety risks,and have a trust level in government management of food safety are not easy to resume their purchasing behavior after food safety incidents..(5)Pearson correlation analysis showed that there was a significant pair correlation between food safety perception,food safety risk perception and recovery buying behavior(P<0.01).The mediating effect and moderating effect test results showed that food safety risk perception played a partial mediating role in the prediction of food safety cognition on recovery buying behavior.However,the trust level is not significant to the perception of food safety risk and the recovery buying behavior,so it is not suitable to be analyzed as a moderating variable.Conclusions:(1)Optimize communication channels and establish consumers’ correct cognition.We can popularize the knowledge of food safety through the online platforms,promote the public’s scientific cognition of the situation of food safety in our country,and carry out popular science education targeted.(2)Strengthen communication on food safety risks and reduce residents’ perception of food safety risks.Relevant government departments should actively carry out corresponding risk communication and formulate scientific and reasonable communication measures to reduce consumers’ perception of food safety risk.(3)The relevant government departments shall strengthen the management of food safety.After food safety incidents,relevant government departments should take open and transparent response measures and actively promote the food safety information disclosure system.(4)Multi-party participation in food safety supervision.In addition to the government,media,enterprises and consumers should participate in the food safety social security mechanism to improve the effectiveness of food safety policies,so as to achieve the effect of social governance of food safety.