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Journal of Henan Agricultural University. 2021, (06)

An empirical study on the impact of major animal epidemics on consumer willingnessChinese Full TextEnglish Full Text (MT)

WANG Maoan;LIU Fang;HE Zhongwei;School of Economics and Management, Beijing University of Agriculture;Beijing Research Center for Rural Development;

Abstract: Using the public perception and behavior survey data of major animal epidemics, planned behavior theory, perceived value theory, and risk perception theory were integrated to build a consumption willingness selection model, to analyze the impact path of major animal epidemics on consumption willingness, and the structural equation models were used to explore the impact mechanism of major animal epidemics on consumption willingness. The results showed that the consumers with strong perceived behavioral control ability, perceived value and risk perception were less likely to change their consumption intentions after the outbreak of the epidemic. Consumers’ gender, age, educational level, family size and family income have moderating effects in some paths. In order to reduce the losses caused by major animal epidemics, it is necessary for the government to strengthen the supervision of the meat food market, strengthen the positive guidance of public opinion, improve consumers’ awareness of animal epidemics, and promote enterprises to join the meat food safety certification system.
Keywords：

major animal epidemics; planned behavior theory; consumption willingness; structural equation model;

  • DOI：

    10.16445/j.cnki.1000-2340.20210425.001

  • Series：

    (D) Agriculture; (J) Economics ＆ Management

  • Subject：

    Trade Economy

  • Classification Code：

    F713.55

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