Analysis of transmission model of consumers' risk perception of food safety based on case analysis

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. © Maxwell Scientific Organization, 2013.