Research On The Influence Of The Trust Degree Of Traceability Label On Consumers’ Purchase Behavior Of Strawberries

The quality and safety of agricultural products has always been a major concern for people around the world.But at present,due to the increasing living standards of people around the world and their increasing concern for their own safety issues,people have more demand for the quality and safety of agricultural products.Traceable labels,as a tool that can quickly and effectively convey information,can to some extent alleviate the problem of information asymmetry between producers and consumers.At present,traceable labels have not been widely used in all agricultural products,and consumers have low awareness and trust in traceable labels.As the most direct and effective way for consumers to understand quality and safety information,increasing their trust in traceable labels can effectively alleviate information asymmetry,increase consumer confidence,and also affect consumer purchasing behavior.This article takes consumers in Shenyang as the object of investigation,and conducts an investigation on their purchasing behavior of traceable strawberries through offline and online surveys.The method of factor analysis is used to synthesize consumer trust in traceable label technology,information,system,and product into consumer trust.Using a binary Logistic model,this paper examines consumers’ trust in traceable labels and their purchasing behavior;A multivariate logistic model was used to test the relationship between consumers’ trust in traceable labels and their purchasing confidence.Through the intermediary effect test,the relationship between consumers’ trust in traceable labels,consumer purchasing behavior,and consumer confidence was verified.Through research,it has been concluded that consumers in Shenyang currently have low trust in traceable labels;Consumers’ cognitive level is not high and has a significant impact on their purchasing behavior;Low consumer confidence;The trust of consumers in traceable labeling systems has a significant impact on their purchasing behavior.Based on the survey results,suggestions are proposed to vigorously strengthen the promotion of traceability systems,further enhance consumers’ awareness of traceability systems,and make more consumers aware of traceability strawberries;Further increasing the supervision of local government departments on traceability systems has further enhanced consumers’ confidence in choosing traceability systems;Further improve consumers’ traceable behavior,enhance their awareness,and enable them to independently retrieve traceable data;Further improving the use of traceability systems has expanded the selection channels for more traceable strawberries,allowing more consumers to choose traceable strawberries and making them more confident in their choices;Continue to improve the traceability system,refine the traceability content,and increase users’ trust in traceability labels.