我国消费者对有机食品的态度研究——以南京市调研结果为例  

Study on Consumers' Attitude towards Organic Food in Nanjing,China

作　　者：王霞[1] 肖兴基[1] 张爱国[1] 尤文鹏[1] 

机构地区：[1]环境保护部南京环境科学研究所,江苏南京210042

出　　处：《安徽农业科学》2009年第14期6795-6796,6804,共3页Journal of Anhui Agricultural Sciences

基　　金：美国有机作物改良协会(OCIA)研究和培训中心基金资助项目

摘　　要：本文通过问卷调查方式分析了有机产品在中国南京主流超市的市场情况和人们对有机食品的认知情况。调查发现:当今人们对有机食品的关注程度还有待于提高。部分消费者虽然对有机食品有积极的认知,但只有1.25%的人曾经购买过有机产品。原因可能除了价格因素以外,还与人们的受教育程度,职业差别和有机理念的深浅以及购买渠道的便易与否皆有重要关系。此外,还与有机市场具有市场份额小,品种相对单一,价格偏高有一定的关系。建议扩大宣传、提高营销手段以提高人们对有机产品的认知;同时,加强有机生产和加工的监督和管理,严格控制产品质量,以加强人们对有机产品的信心。This study investigates the people＇ s awareness of organic food and the marketing circumstance of the supermarkets as the major food supply chain in Nanjing City. From this investigation, it can be in/erred that although a considerable portion of people have a positive perception with organic food, only 1.25% of people have bought. In addition to the price factor, people＇s educational level, occupation and the trustworthiness with organic food are key causal factors behind customers＇ decisions for purchasing organic food. Also contributed to this current situation are the features of the organic food industry such as small market share, limited variety and quite high price. In order to build up people＇s knowledge with organic food, it is proposed to strengthen propaganda and to improve marketing. At the same time, supervision and management must be enhanced to control the quality of organic products tightly and confirm people＇ s confidence on organic food.

关 键 词：有机食品 态度 消费者 食品安全 

分 类 号：TS207.2[轻工技术与工程—食品科学]