The influence of consumer trust in the purchase intention in the dairy market after the food safety crisis

At present, the Chinese food market faces a grime situation with continuous food safety incidents, which severely affect consumers' consumption enthusiasm and consumer confidence. This study was carried out to empirically factors that influenced consumer purchase intention of dairy products, including consumer trust, perceived risk, perceived benefit, and purchase attitude. Data were obtained from 925 consumers in Guangdong province and analyzed with the structural equation model. The empirical results revealed that consumer trusted and perceived benefit positively influence purchase attitude and purchase intention; conversely, perceived risk negatively influences consumer purchase attitude and purchase intention after the food safety crisis. Furthermore, consumer trust was found to be a significant factor among this set of relationships. The research outcome supports the hypothesis, and Finally, relevant suggestions were provided from two angles: improving consumer trust and reducing perceived risk, for the future implications todairy production enterprises.