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Identifying the critical factors affecting consumer’s seeking food safety information behavior––Based on fuzzy DEMATEL method

Ruixin Liu, Linhai Wu, Lijie Shan, Chunxian Han

Based on the system of 17 factors affecting consumer’s seeking food safety information behavior, fuzzy set theory and the decision-making trial and evaluation laboratory (DEMATEL) method were used to discover the factors’ attributes and their relations, and then 7 critical factors among the system were identified, 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, food certification of quality. According to the conclusion, enterprises should strengthen product quality and brand construction, and promote food safety certification.