Research on Risk Perception and the Influence Factors Analysis of Freshwater Edible Fish
This paper studied 192 consumers' risk perception of freshwater fish and its influencing factors with Probit regression method based on the survey of Yangzhou city in Jiangsu province. Results showed that nearly 40% of consumers have a higher risk perception for the quality safety of freshwater fish and think that environmental hormone residues and antibiotic residues are main safety problems of freshwater fish. According to the influencing degree, the factors influencing consumer's risk perception of freshwater fish are food safety concern, food safety situation, consumers' gender, knowledge of freshwater fish, the concept of healthy diet, the purchase experience, kids under the age of 18, education and price of freshwater fish in sequence.