消费者对新疆农副食品原产地形象的评价  

Consumer evaluation of the origin image of Xinjiang’s agricultural and sideline food

作　　者：穆哈拜提·帕热提 王琨 Muhabaiti Pareti;WANG Kun(College of Economics&Management,Xinjiang Agricultural University,Urumqi 830052,China)

机构地区：[1]新疆农业大学经济管理学院,乌鲁木齐830052

出　　处：《湖北农业科学》2024年第7期200-205,共6页Hubei Agricultural Sciences

基　　金：国家留学基金委乡村振兴人才培养专项资助项目(202209285001)。

摘　　要：构建农副食品原料生产、加工、储运、销售4个维度的指标体系,运用熵值法评价新疆农副食品原产地形象。结果表明,消费者对新疆农副食品的原产地形象评价较高,综合得分为93.88分,其中农副食品销售的评价最高,其次是农副食品原料生产和储运,农副食品加工的评价较低;消费者对农副食品销售的评价最高,综合得分为94.98分,消费者普遍认为新疆农副食品的口感好、种类丰富、物美价廉;农副食品原料生产中耕地无污染、水资源无污染、环境无污染、化肥使用量少、转基因技术使用少的评价较高;农副食品储运中储运设备的卫生环境好、储运温度适中的评价较高;农副食品加工的评价较低,消费者对新疆农副食品营养价值的认可度较高,但在加工场地卫生环境好、无添加剂、加工企业信誉好、加工场地远离污染物、加工工艺好方面还需进一步提升。提出发展绿色农业、做好绿色食品源头保障,注重加工环节、塑造企业良好形象,完善农副食品储运基础设施建设、提高物流水平,创新农副食品包装,做好销售服务。An indicator system was constructed from four dimensions:raw material production,processing,storage and transporta-tion,and sales of agricultural and sideline food,and the entropy method was used to evaluate the origin image of Xinjiang’s agricultur-al and sideline food.The results showed that consumers had a high evaluation of the origin image of Xinjiang agricultural and sideline food,with a comprehensive score of 93.88 points.Among them,the evaluation of agricultural and sideline food sales was the highest,followed by agricultural and sideline food raw material production and storage and transportation,and the evaluation of agricultural and sideline food processing was relatively low;consumers had the highest evaluation of the sales of agricultural and sideline food,with a comprehensive score of 94.98.Consumers generally believed that Xinjiang’s agricultural and sideline food had good taste,rich variety,and good quality at a reasonable price;the evaluation of pollution-free farmland,pollution-free water resources,pollution-free environment,low use of chemical fertilizers,and low use of genetically modified technologies in agricultural and sideline food raw material production was relatively high;the evaluation of good hygiene environment and moderate storage and transportation tempera-ture of equipment in agricultural and sideline food storage and transportation was relatively high;the evaluation of agricultural and side-line food processing was relatively low,and consumers had a high recognition of the nutritional value of Xinjiang agricultural and side-line food.However,further improvement was needed in terms of good hygiene and environment of the processing site,no additives,good reputation of the processing enterprise,distance from pollutants in the processing site,and good processing technology.It was proposed to develop green agriculture,ensure the source of green food,focus on processing links,shape a good image of enterprises,improve the construction of agricultural and sideline food storage and tr

关 键 词：消费者 农副食品 原产地形象 新疆 

分 类 号：F326.5[经济管理—产业经济]