• Published Papers
  • Open Access
  • The Impact of Government Supervision and Consumer Purchasing Behavior on Food Safety
  • DOI: 10.4236/jacen.2014.34B002   PP.7 - 12, Pub. Date: October 28 , 2014
  • Author(s)
  • Yuan Chen, Xiaogang Tang, Kangyu Chen, Hui Liu
  • This paper aims at the theoretical analysis to the impact of government supervision and consumer purchasing behavior on food quality security, so as to look for safety strategies and measures to strengthen and improve the level of food safety in China. Reputation mechanism is introduced and Bayesian approach is based on, in which government supervision as well as consumer purchasing behavior is taken as crucial factors to impact on the food quality security. As to the proposed quantitative indicators, government supervision includes exposure rate, fine and etc.; at the same time, consumer purchasing behavior includes consumer’s WTP for security food and consumer expectations to food safety. Taking China’s dairy industry as an example, it makes simulation by Netlog. The results show that consumer purchasing behavior alone has little effect on the dairy companies’ decision-making to be honest or counterfeiting enterprises. However, combination government supervision with purchasing behavior has great impact, and plays very good effects on food safety.

  • Food Safety, Reputation Mechanism, Government Supervision, Customer’s Willingness to Pay
  • References
  • [1] Anonym (2013) Research Report on Dairy Industry in 2013.

    [2] Loader, R.J. and Hobbs, E. (1999) Strategic Responses to Food Safety Legislation. Food Policy, 24, 685-706. http://dx.doi.org/10.1016/S0306-9192(99)00073-1

    [3] Ortega, D.L., Wang, H.H., Wu, L. and Olynk, N.J. (2011) Modeling Heterogeneityin Consumer Preferences for Select Food Safety Attributes in China. Food Policy, 36, 318-334. http://dx.doi.org/10.1016/j.foodpol.2010.11.030

    [4] Wang, Z., Mao, Y. and Gale, F. (2008) Chinese Consumer Demand for Safety Attributes in Milk Products. Food Policy, 33, 27-36. http://dx.doi.org/10.1016/j.foodpol.2007.05.006

    [5] Gall-Ely, M.L. (2009) Definition, Measurement and Determinants of the Consumer’s Willingness to Pay: A Critical Synthesis and Directions for Further Research. Recherche et Applications en Marketing, 24, 91-113. http://dx.doi.org/10.1177/076737010902400205

    [6] Clow, K.E. and Beisel, J.L. (1995) Managing Consumers Ex-pectations of Low-Margin, High-Volume Services. Journal of Services Marketing, 9, 33-46. http://dx.doi.org/10.1108/08876049510079871

    [7] Fouss, F., Achbany, Y. and Saerens, M. (2010) A Probabilistic Reputation Model Based on Transaction Ratings. Information Sciences, 180, 2095-2123. http://dx.doi.org/10.1016/j.ins.2010.01.020

    [8] Akerlof, G. (1970) The Market for “Lemons”: Quality Uncertainty and the Market Mechanism. Quarterly Journal of Economics, 84, 488-500. http://dx.doi.org/10.2307/1879431

    [9] Shapiro, C. (1983) Premiums for High Quality Products as Returns to Reputation. Quarterly Journal of Economics, 98, 659-680. http://dx.doi.org/10.2307/1881782

    [10] Dellarocas, C. (2006) Reputation Mechanisms. In: Hendershott, T., Ed., Handbook on Economics and Information Systems, Elsevier Publishing, 629-660.

    [11] Mui, L., Mohtashemi, M., et al. (2001) Ratings in Distributed Systems: A Bayesian Approach. Proceedings of the Workshop in Information Technologies and Systems, 2431-2439.

    [12] Xing, W. (2007) Study on the Diary Quality Safety Management in China under Asymmetric Information Circumstances. Master’s Dissertation, China Agricultural University.

    [13] Chen, Y. and Li, Y. (2010) Simulation on Affects of Qualitative Supervision & Management to Problematic Milk Powder. Advances in Systems Science and Applications, 10, 425-431.

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October 23-25, 2015
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