Ning ZHU，F(xiàn)u QIN

Institute of Agricultural Economics and Development，Chinese Academy of Agricultural Sciences，Beijing 100081，China

1 Introduction

In recent years，food safety issues concerning livestock and poultry products have been a widespread concern， and some unexpected events such as＂clenbuterol event＂ and＂melamine incident＂have seriously affected consumers'confidence in the food safety of livestock and poultry products，posing a very serious negative impact on the development of livestock and poultry industry．The name brand livestock and poultry products developed in this context have become the products that consumers prefer，mainly because most of the name-brand livestock and poultry products have traceability features， and the brand has become an effective way to solve the problem of food safety［1］．From the present study，the majority of scholars believe that the main factors influencing consumers'purchase of livestock and poultry products include product features and household characteristics．Food safety，as one of the product features，has an increasingly impact on household consumption of livestock and poultry products，because consumers are increasingly concerned about food safety［2－4］．From previous studies，it can be found that the studies are mostly placed on pork consumption［5－9］， and there are few studies of other livestock and poultry products．Some scholars study the consumers'willingness to pay for the fresh meat with food safety mark， and the research shows that the traceability mark can to a certain extent increase Chinese consumers' willingness to pay［10］．In addition，scholars'study on the consumption of China'sname-brand livestock and poultry products has just started．Some studies show that the awareness of food safety of name-brand products has become a significant factor affecting the consumption of name-brand livestock and poultry products［11－15］．Based on previous studies，it is found that food safety problems have a significant impact consumers'purchase of livestock and poultry products，but there is still a shortage of studies on the impact of food safety awareness of livestock and poultry products on consumers'purchasing decisions of name-brand livestock and poultry products． and it lacks empirical analysis on comparing different name-brand livestock and poultry products purchased by residents in big cities．In the above context，this study focuses on the urban residents'purchase of name-brand livestock and poultry products in Beijing City， and uses econometric model asa tool to analyze the effects of urban residents'food safety awareness of name-brand livestock and poultry products on their purchasing decisions．This paper also sets forth the targeted recommendations for increasing urban residents'purchase of name brand livestock and poultry products，in order to provide a reliable basis for introducing the policies concerning the development of name-brand livestock and poultry products based on food safety．

2 Theoretical basis，research methods and variable selection

2．1 Theoretical basisAccording to economic theory，consumers'purchase of products is affected by price of the product，consumers'income levels，consumers'preferences，attributes of the product and other factors．The product price and income levels have a decisive impacton consumers'purchase of products， and as income levels increase，the elasticity of consumption of some products decreases slightly while the elasticity of consumption of livestock and poultry products still maintains a high level，indicatingthat price and income are still significant factors affecting the consumption of livestock and poultry products．In addition，consumers'preferences and attributes of the product show that it needs productattributes to meet consumers'preferences when consumers realize purchasing decisions．Based on food safety，this paper analyzes the impact on consumption decisions about name brand livestock and poultry products．This study is to validate a hypothesis：consumers'food safety awareness on name-brand livestock and poultry products has a significant positive effect on the purchasing decisionsabou tname-brand livestock and poultry products．

2．2 Research methodsLogitmodel is a type of probabilistic statistical classification model．It is also used to predict a binary response from a binary predictor，used for predicting the outcome of a categorical dependent variable based on one ormore predictor variables．It is also possible to motivate each of the separate latent variables as the theoretical utility associated with making the associated choice， and thus motivate logistic regression in termsofutility theory．In terms of utility theory，a rational actor always chooses the choice with the greatest associated utility．This study selects Logit model to analyze the effects of food safety awareness on the urban residents' purchasing decisions of name-brand livestock and poultry products，mainly because purchasing decisions are the choice behavior．The specific form of Logit model is as follows：

whereβ0is the intercept parameter；βi（i＝1，2，……，n）is the regression coefficient；xi（i＝1，2，……，n）is the explanatory variablematrix；εiis the error term．

2．3 Variable selection

2．3．1Product features．The product features include nutrition，taste，price，etc．The product features have a great impact on consumers'purchasing decisions，mainly because the product features directly determine the ability to meet consumers'preferences．Nutrition，taste and price will also influence consumers'purchase of name-brand livestock and poultry products， and especially the price will affect consumer demand due to higher prices of name-brand livestock and poultry products．

2．3．2 Household characteristicsThe household characteristics include the food safety awareness on name-brand livestock and poultry products，income，family structure，education and age of respondents．Among them，the food safety awareness is the focus of this study and consumers purchase name-brand livestock and poultry products mainly due to the food safety property behind the brand；income is the decisive factor influencing the purchase of name-brand livestock and poultry products；in order to protect the health of the elderly or adults，the family may buy name-brand livestock and poultry products．

3 Data sources and descriptive statistics

3．1 Data sourcesThe data used for this study are from the field survey of urban households by Project Team of Industry Economic Research Office of National Layers Industry Technical System．The survey uses a random sampling method to interview a total of 460 urban residents．There are 433 valid samples， and the validity rate of sample is94．13%．The data used in this study are mainly related to urban residents'consumption of name-brand livestock and poultry products such as pork，chicken，beef and eggs．After screening，a total of267 samples can support the study，accounting for 61．66%of the total samples．

Table 1 Basic information of samples

Table 2 Beijing urban residents'concern about food safety

3．2 Descriptive statisticsAccording to the field research and survey，among 267 samples，241 of them express their concern about food safety issues，accounting for 90．26%of the total samples；83．15%of samples think the food safety issue is very serious；the source of information on food safety issues is mainly news reports．In addition，55．43%of samples believe that the name brand agricultural products are safer than ordinary agricultural products；2．62%of samples maintain that the ordinary agricultural products are safer than the name-brand agricultural products；about 41．95%of samples think they are equally safe or have no idea about it．

Based on the above analysis，we builds Logitmodel to per-form the empirical analysis of the influence of food safety awareness on Beijing urban residents'consumption decisions of name brand livestock and poultry products， and the independent variables of model are shown in Table 3．＂Comparison of food safety between name-brand and ordinary products＂is selected as the indicator for the food safety awareness on name-brand livestock and poultry products， and the indicator can be used to analyze the influence of the food safety awareness on name-brand livestock and poultry products on consumers'purchasing decisions of name brand livestock and poultry products．

Table 3 Variable selection

4 Analysis of results

4．1 Urban residents'food safety awareness on name-brand livestock and poultry products is a factor significantly affecting the consumption of name-brand livestock and poultry productsAccording to the model results in Table4，we see that consumers'trust in food safety of name-brand livestock and poultry products has a significant impact on pork，chicken，beef and eggs at the 1%level，indicating that consumers choose to consume name-brand livestock and poultry products mainly because of food safety concerns， and name-brand products st and for food safety in terms of consumer awareness，which is also consistent with the previous statistical analysis．In addition，from the four livestock and poultry products，the food safety awareness on name-brand livestock and poultry products has the great impacton the purchase of name-brand eggs，followed by name-brand pork，indicating that consumers are more concerned about the food safety of name-brand livestock and poultry products consumed frequently in daily life， and there are differences in the influence of the food safety awareness about name-brand livestock and poultry products on the consumption of different name-brand livestock and poultry products．

4．2 Income is an important factor affecting the consumption of name-brand livestock and poultry productsAccording to the simulation results，it shows that income is a significant factor affecting the consumption of name-brand livestock and poultry products；although it is not as significant as food safety，it can be concluded that the consumption of name-brand livestock and poultry products still needs income as a guarantee， and the consumption elasticity of name-brand livestock and poultry products is still high．Moreover，according to the definition of income in this study，the households with income level higher than that of urban households in Beijing are more likely to consume name-brand livestock and poultry products， and the possibility of consuming name brand livestock and poultry products is small for low-income households．

4．3 Prices have a significant impact on name-brand livestock and poultry productsFrom the results of the model，price hasa significant impacton Beijing urban residents'consumption of name-brand livestock and poultry products， and the impact on name-brand meat is significant at the1%level，indicating that the price is one important factor affecting the consumption of name-brand agricultural products， and consumers are still more concerned about the price when choosing name-brand livestock and poultry products．This requires companies to make differentiated pricing mechanism and other marketing strategies．

4．4 Other variablesFrom the point of view of product features，nutrition and taste have a great impact on the consumption of name-brand meat types while nutrition and taste have a small impact on the eggs，indicating that the egg is a animal product with low consumption elasticity， and the consumer demand for name-brand eggs is far less than the consumer demand for name brand meat products．Based on such difference，we can adopt different policy measures for the production and sale of name-brand meat and eggs．From household characteristics，the families with the elderly and children have no significant effect on the consumption of name-brand livestock and poultry products；the families with higher level of education will be more willing to consume name-brand pork and eggs， and the respondents with older age are more likely to consume name-brand pork and eggs，mainly because the food safety issues in recent years have been serious， and the consumers with higher quality，older age or higher income will better know the common sense of life， and make a targeted choice of livestock and poultry products．

Table 4 Model results

5 Conclusions and recommendations

5．1 ConclusionsAccording to the analysis above，it is found that Beijing urban residents are very concerned about food safety issues， and the main source of information is news report．From the perspective of consumers，name-brand livestock and poultry products have become a guarantee of food safety．By the empirical results，we see that the food safety awareness on name-brand livestock and poultry products has a significant impact on urban residents'purchase of name-brand livestock and poultry products， and there are differences in the influence on the consumption of different name-brand livestock and poultry products．It has the greatest impact on name-brand eggs and pork consumed frequently， and animal product features（nutrition and taste）also significantly affect urban residents'consumption of name-brand meat products．In addition，due to great consumption elasticity ofname brand livestock and poultry products，urban residents'income and price of name-brand livestock and poultry products are still important factors affecting urban residents'consumption of name-brand livestock and poultry products．

5．2 Recommendations

5．2．1Strictly controlling the quality of name-brand livestock and poultry products．It is necessary to ensure the food safety in the production，circulation and marketing of name-brand livestock and poultry products．The government departments and enterprises should strengthen inspection and testing to ensure product safety．At the same time，it is necessary to use the marketing tools to introduce the food safety characteristics of name-brand livestock and poultry products in order to attract consumers and use food safety to develop the market of name-brand livestock and poultry products．

5．2．2Implementing the differentiated marketing strategy．Urban residents'income and product prices are still significant factors affecting urban residents'consumption of name-brand livestock and poultry products，so there is a need to further subdivide the consumer groups according to income level and affordability and fully consider the demand of different consumer groups，thereby exp anding the sale coverage of name-brand agricultural products and enhancing the consumers'confidence in purchase．

5．2．3Maintaining and developing characteristicsofname-brand livestock and poultry products．Nutrition and taste have a significant impact on the consumers'purchase of name-brandmeat products， and it is necessary to pay attention to the nutrition，taste and freshness of products in production，logistics and sale links，to meet consumer demands for product．In addition，it is necessary to conduct a survey on consumers'demand for name-brand livestock and poultry products to guide the production of name-brand livestock and poultry products．

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