Study On The Influence Of Food Quality And Safety Concerns On Consumers’ Preference And Willingness To Pay For Traceable Food Attributes

Nowadays,food quality and safety problems often occur,ranging from water injection meat to Sanlu milk powder incident.Food quality and safety problems have become a hot topic of global concern.As an emerging safe food,traceable food contains traceable information that can make up for poor information and avoid food quality and safety problems to a certain extent.China’s traceability system has been developing for more than 20 years.Although the government has been cultivating traceability food market,traceability food has not been fully popularized so far.The reasons are as follows: First,consumers’ understanding of the traceability system is not sufficient,which leads to a lack of demand for traceable food in the market;Second,domestic food safety laws and regulations are not perfect and insufficient supervision and other reasons cause many problems in the process of implementation of traceability system;Third,most of the safety information attributes contained in traceable food provided on the market are incomplete and in short supply,which is difficult to meet people’s needs.Traceable food takes consumers as the main body of final consumption,and their emphasis on food quality and safety determines whether the traceable food market can develop healthily and rapidly to a certain extent.This study is based on the survey data of 1077 consumers in Zhengzhou,aiming at the major risk links in the entire supply chain system of Apple,and scientifically sets the quality and safety attributes of the traceable Apple.A selection experiment was conducted with Mixed Logit Model and Latent Class Model to analyze the influence of consumer attention to food quality and safety on traceable apple property preference and payment intention,as well as the influence of population differences.The results show that: First,consumers have different preferences for various attributes.Second,consumers’ preference for various attribute levels will be affected by the attention paid to food quality and safety issues.Thirdly,there are large differences in consumer preferences and payment willingness of traceable food attributes among different categories of group consumers.Fourth,consumers have certain willingness to pay the premium brought by their preferred attribute hierarchy,but the detailed premium level is different.Accordingly,this paper puts forward the following countermeasures and suggestions: First,strengthen the publicity of traceability system.The government should help enterprise for the traceability of food security features propaganda.Second,we will intensify supervision over food quality and safety.Improve the quality standard system of traceable food as soon as possible.Third,improve the quality of products supply.Traceable food enterprises should improve quality control in the whole process from source procurement,processing to sale,ensure the integrity of traceable food product information,and improve the quality of traceable food products.Fourth,innovate the sales model.Differentiated marketing strategies should be adopted for different consumer types and marketing focus should be adjusted for different groups.