Consumers' Perceived Risk of Food Safety: Establishing a Dynamic Measurement Model

Consumers' perceived risk of food safety has great implication on individual food-buying, and playing an increasingly important role in customers' purchasing behaviors. Utilizing the statistical data obtained mainly by questionnaire survey to calculate, analysis and explore, this paper tries to establish a dynamic measurement model concerning individual perceived risk related to food safety. The model includes three aspects: the factors involved consumers' perceived risk, the latitudes of consumers' perceived risk, and the values of acceptable risk level. These studies have a guiding role to reduce the overall level of consumers' perceived risk and help the government or enterprises to take corresponding measures to regulate and control.