The Influencing Mechanism of Household Food Purchasing Behavior and Household Reserve Efficiency under Non-Normal Conditions

Abstract

Family reserves are an important part of national reserves, and how to do a good job in family reserves is a common concern of the government and society. Under the non-normal conditions of major accidents and disasters, wars, plagues, social unrest, etc., urban food supply mainly depends on external supply guarantee, and urban residents’ risk perception is more sensitive. Based on the Theory of Planned Behavior and Norm Activation Model, this study constructs an analytical framework for the risk perception, perceived behavior control, and family reserve efficacy of urban residents under non-normal conditions from the perspectives of rationality and sensibility, self-interest, and altruism. The perceived behavior control of household food reserves in non-normal conditions is affected by risk perception, subjective norms, and personal norms. On this basis, countermeasures and suggestions are put forward: Urban residents should strengthen their sense of risk and responsibility for storing food at home, reserve food appropriately, and develop a good habit of family saving. On the other hand, it is necessary to pay attention to personal norms, reduce the negative impact of subjective norms on residents, and avoid excessive food storage and food waste.