“三品”认证标签可追溯性的消费者信任及其对食品购买行为的影响——以猪肉产品为例  

Consumers' Trust Level on Certification Label Traceability of Organic Food,Green Food and Nuisance-free Agricultural Product and Its Impact on Purchasing Behavior:Taking Pork Products as An Example

作　　者：周培璐 刘增金[2] 张玉梅[3] ZHOU Pei-lu LIU Zeng-jin ZHANG Yu-mei(School of Economics and Management, Shanghai Ocean University, Shanghai 201306, China lnJormation Research Institute of Science and Technology, Shanghai Academy of Agricultural Sciences, Shanghai 201403, China Department of Economics and Management, Binzhou University, Binzhou 256600, Chin)

机构地区：[1]上海海洋大学经济管理学院,上海201306 [2]上海市农业科学院农业科技信息研究所,上海201403 [3]滨州学院经济管理系,山东滨州256600

出　　处：《中国食物与营养》2017年第6期45-49,38,共6页Food and Nutrition in China

基　　金：国家自然科学基金青年项目"基于监管与声誉耦合激励的猪肉可追溯体系质量安全效应研究:理论与实证"(项目编号:71603169);现代农业产业技术体系北京市生猪产业创新团队项目(项目编号:BAIC02);江苏省社科基金项目"人源性食品安全风险社会共治研究"(项目编号:16XZB009);山东省自然科学基金项目"基于产业链整合的生猪产业标准化运行机制及绩效研究"(项目编号:ZR2016GB08)

摘　　要：基于北京市6个城区实地调查的495份消费者问卷数据,选用二元Logit模型实证分析了影响消费者"三品"认证猪肉购买行为的因素。研究发现:有超过一半的人购买过带"三品"认证标签的猪肉;认证可追溯性信任、家庭人均月收入、可追溯体系认知、放心肉工程认知、猪肉购买成员、年龄和猪肉消费比重显著影响消费者"三品"认证猪肉购买行为的显著因素。从企业、政府角度提出了提高消费者信心和购买意愿的对策建议。Based on 495 consumer questionnaires field surveyed in the 6 cities of Beijing, pork product was taken as an example, and bi- nary Logit model was used to study the effect of consumers＇ trust on traceable pork with certification label and its impact on their behavior. The results indicated that consumers＇ awareness of quality certification label was high, more than half of those have bought pork with certification la- bel; certified traceability trust, average family income, traceability system cognition, rest assured meat engineering cognition, members of pork purchasing, age of purchase members, and proportion of pork consumption had significantly effect on eonsumers＇ behavior. Finally, suggestions were put forward from the perspective of enterprise and government to improve confidence and purchase intentions of consumers.

关 键 词：“三品”认证标签 可追溯性信任 购买行为 猪肉产品 影响因素 

分 类 号：F322[经济管理—产业经济] F713.55[轻工技术与工程—食品科学] TS201.6[轻工技术与工程—食品科学与工程]