国内消费者对青稞深加工农产品的认知程度和购买意愿  

Awareness and Consuming Willingness on the Deep-processing of Highland Barley in China

作　　者：姜元华 周超进[2] 丁捷[1] 刘雪[1] 何江红[1] 肖猛[1] 杨开俊[3] 秦文[4] 

机构地区：[1]四川旅游学院,四川成都610100 [2]北京农学院科技产业集团,北京102206 [3]四川甘孜州农科所,四川康定626000 [4]四川农业大学食品学院,四川雅安625014

出　　处：《麦类作物学报》2016年第6期814-821,共8页Journal of Triticeae Crops

基　　金：四川省科技厅应用基础研究计划项目(2013JY0084);四川省教育厅自然科学重点项目(16ZA0348);烹饪科学四川省高校重点实验室重点项目(13LA01)(PRKX2015Z04);四川省大学生创新创业训练计划项目(201511552028);川菜发展研究中心自然科学项目(CC11Z11)

摘　　要：采用调查问卷方式,就国内消费者对青稞深加工农产品的认知程度和购买意愿进行了调查研究。结果表明,超过65%的消费者对青稞深加工农产品了解较少;受访者接触青稞深加工农产品的渠道以景区、旅游商品市场等旅游购物场所为主,占68.17%;青稞深加工农产品的旅游特色和保健功能,直接影响调查者的购买率,受访者会优先选择保健功能和营养价值更高的青稞深加工农产品。对于青稞深加工农产品,受调者能接受的价位多集中在20~50元·500g^(-1);在大众主食和旅游特色食品领域,有较大的消费潜力;消费者对其产品的保健功能、营养价值、旅游特色较为关注。针对上述结论提出4条开发的青稞深加工农产品建议,为青稞深加工农产品的生产、研发提供参考。The objective of this study was to examine the Chinese consumers＇ awareness and willingness to buy deep-processing highland barley based on the survey data in China. The results showed that more than 65 percent of the consumers have not paid much attention to the highland barley. The main places for the deep-processing highland barley consuming are scenic spots and tourism commodity mar- kets,accounting for 68.17%. The tourism characters and nutrition and health functions of product would directly affect the consuming intention of the respondents. The recommended price is 20-50 Yuan · 500 g^-1, and their consuming willingness depends on the nutrition, health function, and tourism characteristics. Based on the above conclusions, four suggestions were put forward, which will provide a reference for researching and manufacturing the deep-processing of highland barley.

关 键 词：青稞 深加工农产品 认知 购买意愿 

分 类 号：S512.3[农业科学—作物学] S377