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Abstract

Based on the system of 17 factors affecting consumer's seeking food safety information behavior, Fuzzy set theory and DEMATEL method was used to discover the factors' attributes and their relations, then identify 7 critical factors among the system, including consumers' education level, the degree of attention to food safety, consumer attention to health, the perceived risk of food safety, product knowledge, food brands, the food certification of quality, According to the conclusion, enterprises should strengthen product quality and brand construction, promote food safety certification.

Publication Date

8-28-2015

First Page

243

Last Page

247,265

DOI

10.13652/j.issn.1003-5788.2015.04.061

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