农村居民的食品安全消费行为偏差加剧了食品安全风险事件发生的几率，其不愿意优质优价的购买行为，在一定程度上催生了食品生产主体的不规范行为，进而恶化了农村的食品安全消费环境。厘清农村居民食品安全消费行为传导的影响因素，是规范农村居民食品安全消费的基石。文章以安全农产品消费行为为例，基于江苏省无锡、扬州、南通、张家港等4个典型城区的200名农村居民的实地调研数据，以计划行为理论为支撑，运用结构方程模型分析影响农村居民食品安全消费行为选择的主要因素。结果显示，行为态度、主观规范、知觉行为控制均能不同程度地影响农村居民安全农产品消费行为，且消费意愿与消费行为之间存在严重的不一致。基于以上认识，文章提出了一系列改善农村居民食品安全消费行为的政策建议。%Rural residents’deviation of food safety consumption behavior resulted in endless food safety risks,their unwillingness to purchase food with high quality and competitive price gave chance to irregularities of food producers to some extent,as well as worsening food safety consumption environment in rural areas.Clarifying factors influencing food safety consumption conduction of rural residents is the foundation to regulate food safety consumption of rural residents.The paper based on agricultural products consumption behavior as a example with a survey data of 200 rural residents from 4 typical cities such as Wuxi,Yangzhou,Nantong,Zhangjiagang in Jiangsu Province,supported by theory of reasoned action and theory of planned behavior,taking structural equation model as the a tool to analyze the main factors influencing rural residents’food safety consumption behavior.The results showed that behavior attitude,subj ective norm and perceived behavior control were significantly positively related to agricultural products consumption conduction of rural residents in varying degrees,and there were serious inconsistencies between consumption intention and behavior. Therefore,this article proposed some specific suggestions from different aspects to improve consumer behavior in rural areas.
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