Food Safety: The Empirical Analysis of Wuhan's Consumer Choice

Based on the framework of theory of consumer, using a unique survey data in Wuhan's of consumers choice, this article has construced a framework to analysis the qustion of Food Safety. It is found that the food safety is influenced by factors, Consumers purchase different foods in different places. Consumers gain information of food security related with consumer's own characteristics. Using conjoint analysis, this paper measured the consumers' perference to food safety. Food safety, price, certification progarm and grade were assumed to be the determinant attributes to food safety. Under max-utility, consumers were construced by using the cluster analysis to exammine the preferende differende among the consumers. The conclution is to help to government policy making, new product developing, food security rating determing, market developing and as well as raises the food safety level.