媒体报道与食用农产品质量安全认证决策研究——以HACCP认证为例  

The Effect of Media Coverage on Producers’Decision to Adopt Quality and Safety Certification in Edible Agricultural Products—The Case of HACCP Certification

作　　者：万文宇 熊少晖 陶建平[1] Wan Wenyu;Xiong Shaohui;Tao Jianping(Huazhong Agricultural University,Hubei Rural Development Research Center)

机构地区：[1]华中农业大学经济管理学院、湖北农村发展研究中心

出　　处：《宏观质量研究》2024年第1期116-128,共13页Journal of Macro-quality Research

基　　金：国家自然科学基金面上项目(71773033);中央高校自主科技创新基金项目(2662020JGPYD02)的资助。

摘　　要：社会监督主体信息披露是促进食用农产品市场中质量信息从生产者向消费者传递的稳定器,也是食品生产者采取质量安全认证的外部推手。文章采用2018Q1-2022Q1的季度省级面板数据为研究样本,研究媒体报道与政府质量公示对于生产者质量安全认证决策的影响。研究结果表明,媒体食品安全相关报道会推动企业采取质量安全认证的决策。进一步考虑企业质量安全意识对结果的影响,以“是否在HACCP认证证书上使用可识标识”作为衡量依据,得出质量安全意识高的企业更容易受到媒体报道影响,采取质量安全认证决策。通过异质性分析,得出当企业质量安全意识较低时,来自消费者的需求拉动是影响企业进行质量安全认证的第一层动力;当企业质量安全意识较高时,媒体报道的促进作用更加凸显。最后,考虑到媒体机构与政府机关作为社会监督的两大主体,二者之间同时存在互补与替代两种关系,把政府质量公示作为调节变量加入模型做进一步分析。结果表明在共同推动企业进入HACCP体系认证中,两者互补关系大于替代关系。The disclosure of information by social supervisions can promote the transparency of the transmission of information about the quality of products from producers to consumers in the food market.It is also an important factor influencing the decision of producers of edible agricultural products to adopt quality certification.Using quarterly provincial panel data from 2018Q1-2022Q1,this paper examines the effect of media coverages on producers’quality certification decisions.The study finds that media coverage has significant positive effect on the producers’decision to adopt quality and safety certification in edible agricultural products.The heterogeneity results show that market demand is the main driver when firms’quality and safety awareness is low,and the role of media coverage is more prominent when firms’quality and safety awareness is high.There are both complementary and substitutive relationships between media institutions and government authorities,and adding government regulation as a moderating variable to the model shows that the complementary relationship is stronger than the substitutive relationship.

关 键 词：媒体报道 质量公示 企业质量安全认证行为 HACCP认证 食品质量安全 

分 类 号：F322[经济管理—产业经济] G212[文化科学—新闻学]