A Study On Nutrition Literacy、Produce Cognition And Residents’ Milk Consumption Behavior

The 19th National Congress put forward the Healthy China Strategy,which calls for popularizing nutrition and health knowledge,developing nutrition and health related industries,and improving the nutrition and health of the people.Nutrition is an important material basis for health and plays an irreplaceable role in maintaining human health.According to “National Nutrition Plan(2017-2030)”,the awareness rate of nutrition and health knowledge of residents is required to be increased by 10% by 2030 compared with that in 2020.Increasing residents’ awareness of relevant knowledge can improve residents’ nutritional literacy level.As a traditional food nutrition and health industry,dairy industry is highly compatible with the development strategy of healthy China.Developing the dairy industry and providing quality dairy products is an important measure to build a healthy China.Milk is rich in protein,fat,calcium and other nutrients for human growth and health,and is a high-quality health food.Along with the improvement of living standard,the change of consumption consciousness,and the adjustment of consumption structure and meal structure,the consumption of milk in our country grows rapidly,but the per capita consumption is only 1/3 of the average level of developed countries.Some residents have no daily drinking milk habit.In 2019,the per capita milk consumption of Chinese residents was only 96.22 g per day,which is far from the recommended dietary standard of 300 g per day.Therefore,it is of great significance to study residents’ milk consumption behavior and its influencing factors to guide residents to improve milk consumption,improve national nutrition and health status,and build a healthy China.Based on the theory of planned behavior,social cognitive theory and consumer behavior theory,this paper constructed a theoretical analysis framework for milk consumption behavior of urban and rural residents from the perspective of nutrition literacy and product cognition.A total of 721 dairy product consumption survey data were collected from residents in Shaanxi and Sichuan.Literature analysis and quantitative analysis were used to empirically investigate the internal logic of nutrition literacy and product cognition on milk consumption behavior of residents.The method of factor analysis and descriptive statistics were used to measure and analyze the characteristics of milk consumption behavior,nutrition literacy and product cognition of urban and rural residents.Probit model and Ⅳ Probit model were used to test and analyze the effect of the overall level and sub-dimensional level of nutrition literacy and product cognition on milk consumption behavior of residents.Bootstrap method was used to conduct empirical test and result analysis on the mediating effects of subjective product cognition and objective product cognition on milk consumption behavior of residents at the overall level of nutritional literacy and its sub-dimensions.The research conclusions are as follows:(1)53.8% of residents choose to drink milk,46.2% choose not to drink milk,the overall sample milk consumption rate is at a medium level,and regional differences are obvious,urban residents milk drinking rate is significantly higher than rural residents.(2)In the test and analysis of the impact of nutrition literacy on the milk consumption behavior of residents,the overall level of nutrition literacy has a positive and significant impact on the milk consumption behavior of residents at the level of 1%.At the sub-dimension level,functional nutrition literacy,interactive nutrition literacy and critical nutrition literacy had a significant positive impact on milk consumption behavior of residents at the levels of 1%,5% and 5%,respectively.The effect of interactive nutrition literacy on milk consumption behavior of residents is much higher than that of functional nutrition literacy and critical nutrition literacy.(3)In terms of the relationship between product cognition and milk consumption behavior of residents,subjective product cognition has a significant positive impact at the level of 1%,and objective product cognition has a significant positive impact at the level of 5%.The effect of subjective product cognition on milk consumption behavior of residents is much higher than that of objective product cognition.(4)In terms of whether product cognition has mediating effect,subjective product cognition has mediating effect between nutritional literacy,functional nutritional literacy and interactive nutritional literacy and milk consumption behavior of residents.Objective product cognition has mediating effect between nutritional literacy,functional nutrient literacy and critical nutritional literacy and milk consumption behavior of residents.There is no mediating effect between subjective product cognition and critical nutrition literacy and milk consumption behavior of residents.There is no mediating effect between objective product cognition and interactive nutrition literacy and milk consumption behavior of residents.According to the conclusion of the study,in order to improve the level of nutrition literacy,enhance the awareness of milk and boost the consumption of dairy products,this paper proposes to popularize the knowledge of nutrition and health,carry out nutrition and health publicity and education,and improve the level of nutrition literacy of residents.The government should strengthen supervision and management,enterprises should innovate publicity forms and channels,improve the awareness of milk,strengthen product innovation to meet market demand,expand sales channels,and promote consumption momentum through digitalization.