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Abstract：
Based on 908 consumer questionnaire data from 15 urban areas in Shanghai, we use the binary logit model to empirically analyze the impact of traceability label trust on consumers\' traceable pork purchase behavior and the moderating effect of food safety identification. After constructing the theoretical analysis framework, this paper verifies it from the two aspects of statistical analysis and econometric analysis and tests the robustness of the final results. The results show that: first, traceability label trust has a significant positive impact on consumers\' traceability pork behavior. Second, food safety identification can significantly strengthen and promote this process. Third, consumers\' purchasing behavior is significantly positively affected by traceable pork consumption scenarios and price labels, but the permanent elderly in the composition of family members significantly negative impact on it. Therefore, we put forward relevant policy suggestions, such as strengthening the knowledge popularization and publicity based on the advantageous commodity attributes of traceable pork, carrying out food safety knowledge popularization education, and enhancing consumers\' risk perception and food safety identification ability.
摘要：
基于上海15个城市的908份消费者问卷调查数据，运用二元logit模型实证分析了可追溯性标签信任对消费者可追溯性猪肉购买行为的影响及食品安全识别的调节作用。在构建了理论分析框架之后,本文从统计分析和计量分析两个方面对其进行了验证,并检验了最终结果的稳健性。结果表明:第一,追溯标签信任对消费者的追溯猪肉行为有显著的正向影响。第二,食品安全鉴定可以大大加强和促进这一进程。第三，消费者的购买行为受到可追溯的猪肉消费场景和价格标签的显著正向影响，但永久性老年人在家庭成员的构成上有明显的负面影响。因此,我们提出了相关的政策建议，如根据可追溯猪肉的优势商品属性，加强知识普及和宣传，开展食品安全知识普及教育，增强消费者的风险感知和食品安全识别能力。
