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Analysis on the influence factors of consumer's trust on certification label food: Based on 784 survey data

JIANG Yanzhi;LIU Aijun;College of Economic and management, Nanjiang Agricultural University;  
On the basis of 784 consumer survey data, introducing trust model, selecting 18 variables from the following aspects, such as consumer characteristics, cognitive level, risk perception, economic environment, system evaluation, this paper made an empirical analysis on the factors that affected consumer's trust on certification label food using ordered probit model. The results showed that the factors such as education level, having children, price sensitivity, concerns for food safety, frequency of buying certification label food and judgment for the necessity of certification label influence the trust on certification label positively. Age, monthly food payout and food safety incidents experience have a negative influence. whether the main buyer of food in household, the elderly, judging the severity of food safety, identifying the number of logo, using the logo, income levels and government regulators satisfaction do not play a significant role in it.
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