1.National Economics Research Center, Guangdong University of Finance & Economics, Guangzhou 510320, China; 2.School of Economics and Management, China Agricultural University, Beijing 100083,China; 3.Rural Development Institute,Chinese Academy of Social Sciences, Beijing 100732,China
Abstract This paper uses the QUAIDS model to study the structural response of meat demand triggered by scandals of pork food safety reported by the mainstream media, which supplements empirical evidence from China in this field. The results show that food scandal report is an important incentive for China’s meat consumption structure adjustment. In recent years, the highly frequent exposure of pork food safety incidents from the mainstream media has had a negative contagion effect on the pork demand market, which has positively affected the chicken demand market. The competitive effect has no significant impact on the market demand for beef and mutton. It shows that when pork food safety incidents are frequently exposed, repeated scandal information stimuli will change the habit of consumer preferences, shift pork consumption mainly to chicken.Further research finds that although the current media has veered its wheels from pork food safety issues, consumers’ demand for food scandal exposure has not shown a “desensitization” feature.This paper is of great significance for understanding the changes in the rules of consumer meat consumption structure under food safety incidents, and the formulation of related policies.
2019, Vol. 36 
