Influence Factors on Consumers ’ Cognition Level to Genetically Modified Food-taking Huangshi as an Example

This study aims to analyze the influence factors on consumers’ cognition level to genetically modified food and improve the consumers’ cognition level. In recent years, genetically modified foods in people’s daily life are becoming more and more common, but there is a lot of controversy about them. Based on the analysis of influence factors on consumers’ cognition level to GMF, a comprehensive system is established from four aspects, including the consumers’ personal characteristics, social-economic characteristics, household characteristics and awareness of risk. And Analytic Hierarchy Process (AHP) method is used to make the quantitative research via investigation data of Huangshi, analyze the major influence on consumers’ cognition level to GMF. Finally some suggestions are proposed to promote the consumers’ cognition level to GMF.


INTRODUCTION
GMF is a kind of food product derived in whole or part from a genetically modified organism.Base on the use of gene recombination technology, one or several exogenous gene is transferred to other species by changing the biological genetic material, in order to make them get some good nutritional character quality, which don't be got in natural conditions.Genetically modified foods have been available since the 1990s.As more and more GMF enter the human food chain, including soybean oil, soybeans and soy products, corn, tomatoes, potatoes, canola, cotton and cottonseed oil, peppers, rice, papaya, fish, etc.And numerous disputes and discussions about the GMF safety have resulted in.Even some consumers are often easy to fall into confusion and even panic.So how should people correctly understand GMF?How much is people's awareness of GMF?And what are influence factors to GMF? Therefore, the study of the cognitive problems and its influencing factors on GMD have a very important theoretical and practical significance.
Many scholars and experts have made much valuable research on the purchase intention and cognition of consumers to GMD from different angles.In other countries, Augoustinos et al. (2010), O'Connor et al. (2006), Selgrade et al. (2009), Lusk et al. (2005) and Jaeger et al. (2004) have performed some research about it.At the same time, the domestic research on consumers' cognition to GMF has been made in some regions (Ma, 2014;Feng et al., 2012;Zhou et al., 2012;Liu, 2013;Huang et al., 2013).There is less study on the regional characteristics responding to Huangshi and the use of AHP methods, so this study attempts to break something from the above aspects.From the influence factors on Consumers' cognition level to GMF, the study builds a comprehensive index system and performs the comprehensive study via the analytic hierarchy process method, finally proposes some suggestions to promote the cognition level of consumers to GMF.
Construction of a comprehensive system on consumers' cognition level to GMF: Evaluation system is a ruler about the external characteristic and internal variation (Ma et al., 2005).Considering the various impact factors and previous research, this study selects four first-level indexes on consumers' cognition, which comes from the personal characteristics of consumers, social-economic characteristics of consumers, household characteristics of consumers and consumers' awareness of risk to build up a comprehensive index system and the second-level indexes of each first-level index can be seen the following the Table 1.

RELATED THEORY OF AHP METHOD
AHP method is introduced via the characteristics of these indicators, which is short for Analytic Hierarchy Process.And it is a decision analysis method, usually being used to solve multi-objective and complex problems, whose idea is that policy-makers formed an orderly hierarchical structure according to relations of several levels or elements.At the same time, the relative importance of various factors can be calculated and integrated judgment to determine the total orders about the relative importance of factors.AHP method is used to establish a evaluation model, whose main steps are shown as follows (Duan et al., 2011): • To construct the hierarchical structure model • To establish all judgment matrices A i (I = 1, 2, 3, 4, 5) of every level: where, RI is the average random consistency index, which is obtained through the following Table 2 • To perform sorting and consistency test of total hierarchy • If necessary, the judgment matrices and hierarchical ranking model may be corrected and adjusted If CR is smaller than 0.1, the judgment matrix is fit for compatibility.Otherwise, the judgment matrix has to be adjusted.

SIMULATION RESULTS
The simulation algorithm of AHP: According to the above described, some surveys are made and the advises are asked from the experts in Huangshi.Then judgment matrices are obtained and the weight and consistency tests are calculated as follows: • Calculation of the judgment matrix A (Table 3) • Calculation of the judgment matrix B 1 (Table 4) • Calculation of the judgment matrix B 2 (Table 5) • Calculation of the judgment matrix B 3 (Table 6) • Calculation of the judgment matrix B 4 (Table 7) • Weight of index and sub-index layers (Table 8) Then the total level of judgment matrix order is shown as the follows via the above calculations: w 1 = (0.0064, 0.0342, 0.0181) w 2 = (0.2598, 0.1430, 0.0787) w 3 = (0.0158, 0.0839, 0.0446) w 4 = (0.1836, 0.0345, 0.0975) Taking these calculation results, the indexes of C 21, C 41 , C 22 are the bigger weight ratio of grade assessment indicator in the comprehensive system.And the study arranged the index according to the size of the weight proportion, the order is: consumers' level of education, being concerned about the production date, shelf life

Some countermeasures:
To comprehensively understand GMF and raise consumer awareness: At present, because many consumers do not know a little about GMF, they just are blindly follow other people' one-sided point of view, increasing their sense of fear.Therefore, it is responsible for yourself, technology responsible, overall performance of socially to improve understanding to GMF and recognize the labeling of GMF well.Consumers should improve their consumer awareness, identify GMF labeling and choose their desired production.
To strengthen the risk management and research of GMF: Overall, the safety research of GMF in our country started later and some important measurement technology standards of GMF is blank.Therefore, more time and money should be used to make research about the safety assessment and prevent various adverse influence on human race as well as the environment.

CONCLUSION
In this study, a comprehensive system of influence factors on consumers' cognition level to GMF is established from four aspects.A model of AHP method is used to analyze the importance of influence factors via the quantity analyses.And the result of an empirical analysis proved to be valid.And some suggestions are proposed.
1) where, n = 3, 4, 5 • To perform sorting and consistency test of each single hierarchical o To calculate consistency index calculation through the Eq.(2largest eigenvalue of the matrix A CI : A deviation from the mean judgment matrix consistency index n : The order of judgment matrix o To calculate the relative consistency index CR through the Eq.(3):

Table 1 :
A comprehensive system on consumers' cognition level to GMF

Table 3 :
The judgment matrix A and its interior weights ωA