ABSTRACT

In this research, we measure the sentiment index of consumers about food safety and analyze influential factors that affect the sentiment. The food safety sentiment index is calculated by adding the respective sentiment index about specific categories, such as imported food, domestic food, cooking and dining place, and hazard factors. With regard to the importance of related agents about food safety, respondents consider that food companies and association of producers are the most important agencies, followed by the central government, consumers, distributors and sellers. Respondents also think that the most important policy on health is prevention of diseases based on food safety control, and the most significant policy for consumers regarding food is guarantee of food safety. Taken overall, domestic consumers think that food safety is the most important one among consumer policies, which suggests that it is necessary for the central government to pay more attention to food safety issue. The food safety sentiment index of all respondents is 62.90 per cent. Among others, the sentiment index about domestic food scores the highest, followed by cooking and dining place, hazard factors in order. In the complex sampling design regression analysis regarding influential factors on the sentiment, we find that ‘residential area’, ‘the degree of satisfaction toward food labeling system’, ‘the degree of satisfaction toward government policy for food safety‘, and ‘regular exercise’ are significant variables.

KEYWORD

food safety, sentiment, policy for consumers, complex sampling design, regression for complex sampling design

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