本项目从风险选择、主观风险、消费者类型差异和事件动态影响四个维度，对食品安全消费者风险认知和消费行为进行拓展和深化研究。一是在完善食品安全消费者选择决策行为理论的基础上，重点加强对食品安全消费者网购行为的研究，总结提升消费者食品安全信息收集行为、购买行为和支付意愿的现有研究成果。二是在完善食品安全消费者信任理论的基础上，研究食品安全消费者风险认知和信任度的影响因素，以及网络时代食品安全消费者信任危机的形成和扩散机制，评价食品安全风险交流策略的效果。三是将消费者类型差异纳入食品安全消费者行为理论，并重点研究农村消费者、中产阶层消费者等食品安全消费者行为。四是把握食品安全事件后消费者风险认知和行为变化动态规律，研究食品安全事件后的风险交流策略和损害补偿（赔偿）机制。研究结果可为合理指导食品安全的消费者行为，提出合理有效的消费者食品安全风险交流策略提供科学依据。

Consumer risk perception and consumption behavior for food safety will be analyzed more extended and more forward from the perspectives of risk choice，subjective risk perception，consumer type difference and event dynamic impact in this project. 1. The theory of consumer choice behavior for food safety will be improved. Consumer food purchase behavior for food safety will be analyzed empirically, and existing research results on consumer purchase behavior and willingness to pay for food safety will be summarized based on the theory improvement. 2. The theory of consumer risk perception and trust for food safety and the measurement methods of risk perception for food safety will be improved. Based on these improvements, the determinants of consumer risk perception and trust for food safety and the formation and diffusion mechanism of food safety trust crisis in the internet era will be analyzed. The effects of food safety risk communication policy will be evaluated. 3. The consumer type difference will been bring into the consumer behavior theory for food safety. The typical types consumer behavior for food safety such as rural consumer, middle class consumer, and new phenomenon in the consumer behavior for food safety such as self protection, will be analyzed empirically. 4. The dynamic variation pattern of consumer risk perception and behavior in the after of food safety incidents will be discussed. The alternative food safety risk communication policy and compensation system for consumer murdered loss will be analyzed empirically. The research results of this project can provide scientific basis for the guiding policies for consumer behavior for food safety and the food safety risk communication policy for consumer.