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Abstract

Through the data on Beijing urban residents' purchasing decisions of the name-brand livestock and poultry products, the article analyzes consumers’ food safety awareness about the name-brand livestock and poultry products and the effects on the purchasing decisions of the name-brand livestock and poultry products. Research shows that urban residents obtain information on food safety through TV programs and newspaper and there are a great of problems in food. 55.43% of the consumers consider that the name-brand livestock and poultry products are safer than ordinary livestock and poultry products. The result of the model shows that food safety awareness about the name-brand livestock and poultry products has dramatically affected urban residents' purchasing decisions of livestock and poultry products. The biggest effect is on the brand of eggs and pork as the major daily consumer goods. Furthermore, income and prices are still the determining factors affecting the consumers' purchasing decisions of the name-brand livestock and poultry products. And the features of livestock and poultry products (nutrition, taste) significantly affect the name-brand livestock and poultry products.

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