水果质量分级标准实施情况和消费者认知跟踪评价研究  

Research on the Implementation of Fruit Quality Grading Standards and Consumer Cognition Tracking Evaluation

作　　者：任潇 朱大洲 REN Xiao;ZHU Dazhou(Institute of Food and Nutrition Development,Ministry of Agriculture and Rural Affairs,Beijing 100081)

机构地区：[1]农业农村部食物与营养发展研究所,北京100081

出　　处：《中国食品安全》2023年第1期96-108,共13页

基　　金：中国农业科学院科技创新工程重大科研任务项目(CAAS-XTCX20190025);中国农业科学院科技创新工程青年英才专项(ASTIP2022B-3)。

摘　　要：近年来,我国城乡居民消费加快向绿色、健康、安全方向升级,农产品需求从“吃得饱”向“吃得好”“吃得营养健康”转变,为发展优质农产品提供了广阔空间。《质量强国建设纲要》指出要强化农产品营养品质评价和分等分级。我国已制定了系列农产品质量分级标准,通过跟踪评价了解现行标准实施情况,是下一步强化农产品质量分级工作的关键。本文以现行实施的水果质量分级标准为例进行跟踪评价研究,采用调查问卷和德菲尔法,围绕水果质量分级标准消费者认知情况和标准实施情况进行问卷调查研究,分析消费者对质量分级的认知、期望、购买意愿,了解标准在市场中的实施情况,评价质量分级标准的必要性、合理性、可行性和实施成本的可接受性。研究发现,标准中分级的目标不清晰,潜在用户不明确;消费者期望与现有标准的分级指标存在差异;分级标准存在过于简单、笼统,缺乏量化指标,或者过于复杂,缺乏简便易行的配套检测设备及服务等问题。本文针对上述问题,从发挥政府监管和引导作用、发挥企业积极性和主体作用、完善标准体系建设等三个层面提出了发展建议。In recent years,the consumption of urban and rural residents in China has accelerated the upgrading to the direction of green,health and safety,and the demand for agricultural products has changed from"eating enough"to"eating well"and"eating nutritious and healthy",providing a broad space for the development of high-quality agricultural products.The"Outline for the Construction of a Quality Strong Country"pointed out that it is necessary to strengthen the evaluation and grading of the nutritional quality of agricultural products.China has formulated a series of agricultural product grading standards,and understanding the implementation of the current standards through tracking and evaluation is the key to strengthening the quality grading of agricultural products in the next step.This paper takes the currently implemented fruit quality grading standards as an example to carry out follow-up evaluation research,uses questionnaires and Defill method,conducts questionnaire research on consumer perception and implementation of fruit quality grading standards,analyzes consumers'cognition,expectations and purchase intentions of quality grading,understands the implementation of standards in the market,and evaluates the necessity,rationality,feasibility and acceptability of implementation costs of quality grading standards.It is found that the goals of grading in the standards are not clear,potential users are not clear,consumer expectations are different from the grading indicators of existing standards,and the grading standards are too simple,general,lack of quantitative indicators,or too complex,lack of simple and easy supporting testing equipment and services.In view of the above problems,development suggestions are put forward from three levels:giving play to the role of government supervision and guidance,giving play to the enthusiasm and main role of enterprises,and improving the construction of standard system.

关 键 词：水果 质量分级 标准跟踪评价 标准实施情况 消费者认知 

分 类 号：F32[经济管理—产业经济]