Food Risk Perception and Its Impact on the Consumers’ Purchasing Behavior
- 10.2991/sser-18.2018.49How to use a DOI?
- Food risk perception; Certificate of quality; Choice experiment; Cognitive bias; Purchasing behavior
Basing on the milk, the main idea of this article is to analyze the food risk perception and its impact on the consumers’ purchasing in certificates of food quality based on the empirical evidences of consumers in Hangzhou. The empirical study reveals the four factors- social risk consciousness、acquaintance with the certificates of food quality、individuality、trust-effecting the food risk perception, and the characteristic of overestimating the objective risks of food which have an important impact on the purchasing. Because of asymmetric information and subjective risk perceptions, instead of preference to the brands, consumers tend to purchase milk with more certificates of food quality by consumption habits、trusts in certification authority and the acquaintance with the certificates of food quality. When there is a wild price gap，it may change the purchasing behaviors.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jiaping Tong PY - 2018/05 DA - 2018/05 TI - Food Risk Perception and Its Impact on the Consumers’ Purchasing Behavior BT - Proceedings of the 2018 8th International Conference on Social science and Education Research (SSER 2018) PB - Atlantis Press SP - 238 EP - 241 SN - 2352-5398 UR - https://doi.org/10.2991/sser-18.2018.49 DO - 10.2991/sser-18.2018.49 ID - Tong2018/05 ER -