Consumers’ Trust on Food Label and Its Impact on Their Behavior to Organic Food, Green Food and Nuisance-free Agricultural Product: Taking Pork Product as an Example

doi:10.11924/j.issn.1000-6850.casb15080145

Chinese Agricultural Science Bulletin ›› 2015, Vol. 31 ›› Issue (36): 283-290.doi: 10.11924/j.issn.1000-6850.casb15080145

Consumers’ Trust on Food Label and Its Impact on Their Behavior to Organic Food, Green Food and Nuisance-free Agricultural Product: Taking Pork Product as an Example

Liu Zengjin¹, Qiao Juan², Xu Linjun¹

(¹Information Research Institute of Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai 201403; ²College of Economics and Management, China Agricultural University, Beijing 100083)

Received:2015-08-28 Revised:2015-12-15 Accepted:2015-11-25 Online:2015-12-30 Published:2015-12-30

Abstract

Abstract: In order to study the influencing factors of consumers’ behavior to organic food, green food and nuisance-free agricultural product and solve the internal problem of food label trust variable, 392 consumer questionnaires in Xi’an were collected, pork product was taken as an example, and the bivariate Probit model was used to study the effect of consumers’ trust on food label and its impact on their behavior. The results indicated that consumers’ trust in food label had significantly positive effect on consumers’ behavior. Neglecting of the internal problem of consumers’ trust would lead to the underestimation of its impacts on consumers’ behavior. In addition, cognitive of label, personal monthly income, any children and the elderly in the family significantly influenced consumers’ behavior. Government should mainly strengthen publicity of label, enforce quality supervision and safety standards.

Liu Zengjin,Qiao Juan and Xu Linjun. Consumers’ Trust on Food Label and Its Impact on Their Behavior to Organic Food, Green Food and Nuisance-free Agricultural Product: Taking Pork Product as an Example[J]. Chinese Agricultural Science Bulletin, 2015, 31(36): 283-290.

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Consumers’ Trust on Food Label and Its Impact on Their Behavior to Organic Food, Green Food and Nuisance-free Agricultural Product: Taking Pork Product as an Example

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