Research of consumer behavior for food safety attributes in the view of choice experiment

Based on choice experiment, this paper analyzed the behavior preference in food safety attributes.Random utility model and latent class model were used. Consumers show relatively strong preference towards factors including brand, product safety, nutrition component, reputation and remaining shelf life.However, they don't care about price.Heterogeneity is found among various groups.For health motivation, consumers are willing to pay premium for product safety and its derived characters such as brand and reputation.Consumer trust for domestic milk enterprise, the government and third- party certification is reduced by frequent safety accidents, leading to preference on foreign brand even with higher price.