消费者对生态标识食品的多层面认知行为:基于MVP模型的实证分析  

Research on Consumers' Multiple Levels Cognitive Behavior to Eco-labeling Food Using MVP Model

作　　者：陈默[1] 尹世久[1,2] 徐迎军[2] 

机构地区：[1]曲阜师范大学山东新农村建设研究中心,山东日照276826 [2]曲阜师范大学经济学院,山东日照276826

出　　处：《经济经纬》2015年第2期31-36,共6页Economic Survey

基　　金：国家自然科学基金项目(71203122);山东省优秀中青年科学家科研奖励基金项目(BS2011SF007);教育部人文社会科学基金项目(11YJCZH013;13YJC790169)

摘　　要：笔者基于山东省693个样本数据,以绿色食品为例,将消费者认知行为划分为知晓、识别与使用三个层面,构建多变量Probit模型,分析在消费者认知程度提高过程中起主要作用的因素。研究发现,男性或年轻受访者在知晓层面的认知率较高,而女性、年长受访者在识别和使用层面的认知率相对较高;收入和卷入程度的影响在知晓层面不显著,而在识别和使用层面显著;学历、子女状况与环境保护意识的影响在各层面皆显著;食品安全意识与信息渠道的影响在较低层面显著,而在较高层面不显著。消费者认知行为的异质性为市场细分与开发提供了空间。厂商应针对不同群体采取差异化营销战略,引导消费者认知行为,促进潜在需求向现实需求转化。Using 693 consumers sampling data from Shandong province,taking green food as example,the paper divides consumer cogni-tive behavior into three levels:knowing level,identifying level and using level,then builds multivariate Probit model to analyze the fac-tors influencing consumers’ multilevel cognitive behavior. The results show that male or young consumers’ cognitive rate at knowing level is higher,while female and older consumers’ cognitive rate at identifying level and using level is higher. Degree of consumer in-volvement and income at knowledge level are not significant,but are significant at other levels. Education,the condition of children and the consciousness of environmental protection at all levels are significant. Food safety consciousness and information channel are signifi-cant at the lower level,but are not significant at higher levels. Consumers’ heterogeneity in cognitive behavior provides opportunity for market segmentation and development. Supplier should take different marketing strategies according to different groups,in order to guide consumers’ cognitive behavior,and then promote the transformation from potential demand to real demand.

关 键 词：生态标识 绿色食品 消费者认知 多变量Probit模型 

分 类 号：F713.55[经济管理—市场营销] F224[经济管理—产业经济]