消费者有机农产品信任度决定因素分析——基于沈阳市的调查  

Analysis on Determinant Factors of Consumer Trust in Organic Agricultural Products——Based on a Consumer Survey in Shenyang

作　　者：杨肖丽[1] 孙亚男[1] 张萍[1] 

机构地区：[1]沈阳农业大学经济管理学院,辽宁沈阳110866

出　　处：《经济经纬》2016年第6期36-41,共6页Economic Survey

基　　金：国家自然科学基金项目(71273177);中国博士后科学基金项目(2012M520647);中国博士后科学基金特别资助项目(2013T60300)

摘　　要：食品安全事故频发使得有机农产品日益受到消费者关注。笔者通过对沈阳市大型商业超市消费者抽样调查数据的实证分析,采用单一指标和合成指标,得到消费者对有机农产品的信任程度,并分析决定消费信任度的因素。结果表明,消费者对有机农产品信任度普遍较低;制度、环境、购买渠道及企业和品牌声誉等是影响有机农产品消费信任度的重要因素。此外,能够接受高价产品和重视健康的消费者及已婚和月收入较高的消费者,其有机农产品消费信任度更高。In recent years,food safety incidents happened frequently in China,raising consumers＇ attention to organic foods. Through empirical analysis on data collected from a sample survey on consumers of large supermarkets in Shenyang,this paper uses a single indicator and a composite indicator to obtain the degree of consumer trust in organic foods and analyses the factors influencing consumer trust. The results show that current consumer trust in organic foods is not high and the key factors influencing the consumer trust in organic foods include systems,circumstances,purchase funnels and reputation of enterprises and brands. Furthermore,customers who can accept higher price and pay attention to health and who get married or well-paid are more likely to trust organic foods.

关 键 词：信任度 消费者 有机农产品 决定因素 

分 类 号：F063.2[经济管理—政治经济学]