Safety accidents and control of dairy products : An analysis from the view of information aysmmetry

In recent years, the high frequency of dairy products´ safety accidents has led consumers to a trust crisis of dairy products´ safety. Since dairy products have the features of credence goods, the article analyzes the market failure and supervision failure behind the safety accidents, and discusses the inner relations between commercial trust and system trust. Therefore, from the angle of rebuilding consumer´s trust, it puts forwards that consummating quality management system and safety criteria, improving information asymmetry in product market and the production scale of raw milk are the feasible countermeasures which can improve the safety level of Chinese dairy products.