Consumer traceable food attribute preference research-based on the survey data of 1116 consumers in chengdu

Abstract

Previous studies have shown that traceability system is an important technical means to solve food safety problems. As a way of information disclosure, traceability system can effectively improve the problem of information asymmetry in the food supply chain, so as to overcome market failure and improve food safety to a certain extent. However, the mechanism of information transmission of traceability system is controversial. One view is that consumers obtain more food safety information through food traceability to judge whether food is safe or not. Another view is that the traceability system sends quality signals to consumers to improve their confidence and effectiveness in purchasing food. According to the current research results, based on the origin and quality attribute two variable scale design, using the survey data of chengdu, 1116 consumers SPSS factor analysis is adopted to establish the index of correlation matrix, combined the theory of information entropy, determine the index weight of two kinds of attribute information, to verify that the consumer information transfer mechanism of food traceability system preferences. The results show that 72.22% consumers prefer the food traceability system to directly transmit quality assurance signals to them, which verifies that the traceability system is more effective in solving information asymmetry through signal path.