Abstract: Enhancing the willingness to buy advent food is particularly important for strengthening the control of advent food safety risks and promoting the sustainable development of the food industry. Questionnaire data were collected and empirical analysis was carried out based on the scenarios of advent food purchase. The results show that: comprehensive quality and consumption situation have significant positive impacts on purchase intention; However, price sensitivity can enhance the purchase intention caused by comprehensive quality and consumption situation to some extent, among them, price sensitivity plays a partial mediating role in the relationship between product quality, customer service, scene atmosphere and purchase intention, price sensitivity has a complete mediating effect on the relationship between label quality and purchase intention; In addition, food safety literacy strengthens the positive effect of label quality and scene atmosphere on price sensitivity.

Key words: advent food, comprehensive quality, consumption situation, price sensitivity, food safety literacy