消费者对转基因食品态度的形成：理论模型与实证检验  

Formation of Consumers＇ Attitudes towards Genetically Modified Foods： Theoretical models and Empirical Test

作　　者：程培罡[1] 卢凌霄[2] 殷志扬[1] 

机构地区：[1]苏州农业职业技术学院江苏苏州215008 [2]南京农业大学江苏南京210095

出　　处：《苏州农业职业技术学院学报》2012年第2期28-35,共8页JOURNAL OF SUZHOU POLYTECHNIC INSTITUTE OF AGRICULTURE

基　　金：江苏省2010年度高校哲学社会科学研究基金资助项目：消费者对转基因食品的态度和购买意愿研究（2010SJB630058）.

摘　　要：为考察转基因食品消费者态度的形成，本文构建了一个消费者对转基因食品态度形成的理论模型，并基于对苏州市消费者问卷调查的数据，运用结构方程模型对理论模型进行了实证检验。研究发现，知觉收益是消费者对转基因食品态度的决定性因素，而知觉风险对消费者转基因食品态度的形成仅有边际效应；对技术的态度、对自然的态度、知觉知识和市场疏离是知觉收益的前因，而知觉风险仅取决于知觉知识和市场疏离；同时知觉收益和知觉风险之间存在显著的负相关。本文的研究不仅弥补了国内这方面研究的空缺，而且对政府转基因食品政策和转基因食品企业营销方案的制定提供了有价值的理论参考。For the insi a theoretical model for of the formation of consumer＇ s attitude towards GM foods, this paper proposes formation of consumers＇ attitude towards GM foods, and applies the structural equation model to make an empirical test using consumer survey data in Suzhou. The result shows that consumers＇ attitude towards GM foods is mainly determined by the perceived benefits; the risk perception has only a marginal effect on consumer attitudes to GM foods. And the attitudes toward technology, atti- tude to nature, market alienation and perceived knowledge about genetic engineering constitute the ante- cedent of the perception benefits; however the perceived risk depends only on the perceived knowledge and the market alienation. At the same time there was a significant negative correlation between the per- ceived benefit and the perceived risk. This paper not only enriches the literature in this area, also pro- vides a valuable theoretical reference for the formulation of the government policies of genetically modified food and development of the marketing programs of the related companies.

关 键 词：消费者 转基因食品 态度 

分 类 号：F274[经济管理—企业管理]