Influence of Food Safety Concerns and Satisfaction with Government Regulation on Organic Food Consumption of Chinese Urban Residents.

Abstract

In order to study the impact of food safety concerns and government regulation on Chinese urban residents’ organic food consumption willingness and behavior, an “online + offline” survey of 799 urban residents in Beijing has been conducted. Based on the theory of planned behavior, a structural equation model (SEM) was established and the government’s food production support regulation (GP) and sales guarantee regulation (GC) were incorporated separately into the SEM as moderator variables. The path influence coefficients of respondents’ food safety concerns, subjective norms, and perceived behavioral control on organic food consumption willingness were 0.065 (p < 0.05), 0.174 (p < 0.01) and 0.574 (p < 0.01), respectively. The influence of GP on organic food consumption willingness was 0.243 (p < 0.01), but its moderating effect on the promotion effect of food safety concerns and attitude to organic food consumption willingness was −0.001 (p < 0.01). The moderating effect of GC on the transformation from consumption willingness to behavior was 0.083 (p < 0.05). The results show that respondents attach the most importance to the comparison of costs and the benefits of organic food. Although the government’s food production regulation will weaken the driving effect of food safety concern and benefit perception of organic food consumption willingness, it will still promote organic food consumption willingness on the whole. The government’s supervision of food processing and sales is conducive to the occurrence of organic food consumption behavior.