消费者对非洲猪瘟认知情况及生猪产品消费意愿的调查分析  

Investigation on Awareness of Knowledge of African Swine Fever and Willingness to Consume Pig Products among Customers

作　　者：曾正程 曹恒 张帅 程玲华[1] 徐威[1] 解湉 赵玉超 李慧岚 王亚楠 ZENG Zhengcheng;CAO Heng;ZHANG Shuai;CHENG Linghua;XU Wei;XIE Tian;ZHAO Yuchao;LI Huilan;WANG Yanan(College of Animal Science and Technology,China Agricultural University,Beijing 100193,China;Youth Pig(Beijing)Culture Co.Ltd.,Beijing 100085,China)

机构地区：[1]中国农业大学动物科学技术学院,北京100193 [2]青年爱猪(北京)文化有限公司,北京100085

出　　处：《中国畜牧杂志》2020年第2期164-169,共6页Chinese Journal of Animal Science

基　　金：国家自然科学基金资助项目(31702121);中央高校基本科研业务费专项资金(2019TC120)

摘　　要：本研究旨在调查非洲猪瘟全国性爆发背景下普通消费者对非洲猪瘟基本情况的认知以及对生猪产品消费意愿的变化,从而为相关部门和生猪行业从业者提供消费端数据,作为政策制订及科普宣传的参考依据。本次调查采用自行设计的问卷,根据便利抽样法,共调查来自全国不同省市的普通消费者280人。结果表明,对非洲猪瘟是否人畜共患问题的正确认识率为42.5%,仅有36.4%和30.4%的消费者明确表示非洲猪瘟不会降低他们对生鲜猪肉和其他生猪产品的购买意愿。不同年龄、学历、地区、职业和家庭成员数量显著影响消费者对非洲猪瘟的认知情况和对生猪产品的消费意愿。加强针对高中以下文化水平、产业工人和无业者、家庭成员在5人及以上和40岁以下消费者群体的科普宣传力度,可能会对重塑现阶段消费者对生猪产品的消费信心、拉动其消费意愿起到一定的积极作用。The objective of this study was to investigate the awareness of the basic knowledge of the African Swine Fever(ASF)and the change of the willingness to consume pig products among customers under the national outbreak of the ASF,so as to provide consumer-side data for governments and pig industry practitioners as a reference for policy formulation and popular science propaganda.This survey used a self-designed questionnaire,followed the convenient sampling method,and investigated a total of 280 consumers from different provinces in China.The results showed that the correct awareness rate for the question that if the ASF is a zoonosis was 42.5%,and the customers showing the willingness of not reducing the consumption of pork and other pig products only accounted for 36.4% and 30.4%,respectively.Different ages,educational qualifications,regions,occupations and family member numbers significantly affected consumers'awareness of knowledge of ASF and their willingness to consume pig products(P<0.05).In conclusion,strengthening the popular science propaganda for customer groups with high school degree or under,with occupation as workers or the unemployed,with family members of 5 or above,and with age under 40 may play a positive role in reshaping their confidence and willingness in pig products consumption at this stage.

关 键 词：非洲猪瘟 消费者 认知情况 消费意愿 

分 类 号：F326.3[经济管理—产业经济]