Study On The Influencing Factors Of Zhengzhou Consumers’ Purchase Intention Of Traceable Food

With the rapid development of the economy,people have begun to shift towards a better direction of life after obtaining a better material life.Previously,the main issue was whether there was a "yes" issue,but now we need to address the "good" issue.In recent years,food safety accidents have occurred frequently,which has had a great impact on consumer confidence and Consumer behaviour.In this situation,the establishment of a food traceability system can effectively reduce the adverse impact of information asymmetry on consumers.In the promotion process of traceable food,exploring consumers’ purchasing intentions towards traceable food will help the government and manufacturers rebuild consumers’ trust in food safety;This study has significant practical significance in promoting the development of food traceability systems in China.This study is based on a survey of purchasing intentions of traceable food consumers in the Zhengzhou market,and raises questions about "how do Zhengzhou consumers currently perceive traceable food? What are the purchasing intentions of traceable food consumers in the Zhengzhou market? What factors affect Zhengzhou consumers’ purchasing intentions?".By using the binary logistic empirical method and using SPSS 21.0 and STATA 16 tools to analyze the survey data,this paper analyzes the influencing factors of consumers’ willingness to purchase traceable food in Zhengzhou.From the perspective of consumer personal characteristics,risk perception,and product cognition and attributes of traceable food,the following conclusions are obtained:First,consumers in Zhengzhou currently have a strong willingness to purchase traceable food,and there are still gaps in purchasing levels due to various factors;Secondly,currently,consumers have insufficient understanding of traceable food.Most respondents are unfamiliar with the term traceable food,and their basic understanding of traceable food has not yet been fully formed;Third,consumers’ willingness to buy will decline as traceable food prices continue to rise;Fourth,the quality of traceable food is an important issue of concern to consumers.The higher the quality of traceable food,the stronger the consumer’s willingness to buy.Based on the conclusions drawn through empirical analysis in this article,relevant countermeasures and suggestions are proposed: improve the food safety traceability laws,regulations,and standard system;Strengthen the government’s publicity and supervision of traceable food;Improve the quality of traceable food;Establish a unified and standardized food safety traceability information system;Strengthen enterprise related training and publicity;Deepen consumer awareness and strengthen consumers’ emphasis on traceable food;Strengthen the development and application of food safety traceability technology;Reasonable classification and pricing;Improve the comprehensiveness of traceable food information;Promote the joint participation of multiple entities.