Analysis of Transmission Model of Consumers' Risk Perception of Food Safety based on Case Analysis

Ying Ma,Li Zhang

doi:10.19026/rjaset.5.4792

Abstract

In recent years, food safety incidents frequently occurred in China, the people paid more and more attention on the importance of food safety and brought out higher and higher demands on the quality of food. Especially, after the incidents came to light, consumers became be increasingly wary of the market, the government increasingly lacked credibility in the minds of consumers. The consumers’ perceived risks continue to pass down which slowly expands the perceived risks groups. The study proposes the transmission path of risks perception and taking “Sanlu milk powder”, “Nongfushangquan” and “Jinhao tea” for examples, analyzes the tripartite behaviors of the corporate, the government and the consumer in the three events and sums up the transmission path of consumers’ risk perception of food safety incident.

Highlights

Since the 1990s, the dioxin, the mad cow disease (BSE) and other food safety incidents out broke in the worldwide caused the great importance to food safety issues in the world
After Food safety incidents, from the exposure of the event to lead to consumer panic, this is the process of a food safety risk perception and passed
The transmission of the food safety risk perception refers to the process, in which a consumer by certain ways and means takes use of a certain carrier to pass the uncertainty of buying food process-aware to other consumers

Summary

Introduction

Since the 1990s, the dioxin, the mad cow disease (BSE) and other food safety incidents out broke in the worldwide caused the great importance to food safety issues in the world. After Food safety incidents, from the exposure of the event to lead to consumer panic, this is the process of a food safety risk perception and passed.

Results

Conclusion