Food safety governance information tool design in trust crisis - Analysis based on consumer trust perspective

In this paper, we use the method of principal-form analysis, based on 836 consumer survey data obtained from mobile Internet, and analyze the trust of current residents' tea consumption behavior on information content, presentation form, subject and other elements of information tools and their influence on the pollution-free certified products with the help of descriptive statistical analysis, KMO test and common factor extraction method. It was found that, firstly, the higher the trust of tea consumers in information content, the higher the additional willingness to pay; secondly, the form trust also significantly affects tea consumers' willingness to pay for pollution-free certified tea, and the specific cognitive information presentation form can effectively enhance tea consumers' willingness to pay; thirdly, there are significant differences in the trust of subjects, and enhancing the trust of industrial subjects helps to improve the pollution-free certified industrial The effect of trust of external subjects is not significant; fourth, the higher the tea consumers' care about the attributes of experienced products, the higher the degree of knowledge about the three products and one standard, and the higher the consumers' education, the higher they are willing to pay higher prices for traceable tea.