市场规制对认证食品消费行为的影响研究:以认证牛肉为例  

Research on The Impact of Market Regulation on Certified Food Consumption Behavior:A Case of Certified Beef

作　　者：黄文斌 郭锦墉[1,2] HUANG Wen-bin;GUO Jin-yong(School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045,China;Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330045,China)

机构地区：[1]江西农业大学经济管理学院,南昌330045 [2]江西农业大学乡村振兴战略研究院,南昌330045

出　　处：《中国食物与营养》2025年第2期54-60,共7页Food and Nutrition in China

基　　金：江西现代牛羊技术产业体系专项资金项目(项目编号:JXARS-13-经济岗);江西农业大学经济管理学院2023年研究生创新专项资金项目《消费者认证牛羊肉溢价支付水平研究—基于江西省居民的调查》(项目编号:JG2023010)。

摘　　要：目的:通过合理方式优化市场环境、提升规制水平能够有效促进认证消费落地、提高居民饮食质量。方法:研究收集621份江西省居民关于认证牛肉产品的消费态度及行为数据,基于S-O-R理论,运用二元Logit模型分析市场规制对居民认证食品消费行为的影响。结果:市场规制水平提升能够显著促进居民认证牛肉消费行为的产生,且结果具有稳健性;社会情境认知和关注便利在市场规制对居民认证牛肉消费行为的影响中均表现出中介作用;受教育程度更高、家庭青少年人口数量更多、年轻消费者及其所属家庭更易产生认证牛肉消费行为。结论:建设完备市场体系、营造良好消费氛围、创新食品生产定位十分必要,能够为推动认证食品发展、优化居民膳食选择提供重要参考。【Objective】To optimize the market environment and improving the level of regulation through reasonable means can ef-fectively promote the implementation of certified consumption and improve the quality of residents'diet.【Method】A total of 621 residents'attitudes and behaviors on certified beef products in Jiangxi province were collected,and the impact of market regulation on residents'consumption behavior of certified beef products was analyzed by using the binary logit model based on the S-O-R theory.【Result】Improve-ment of market regulation level could significantly promote the production of residents'certified beef consumption behavior,and the results were robust.Social context cognition and attention to convenience both play a mediating role in the impact of market regulation on residents'certified beef consumption behavior.Higher levels of education,a higher number of teenagers,and younger consumers and their families are more likely to consume certified beef.【Conclusion】It is necessary to build a complete market system,create a good consump-tion atmosphere,and innovate the positioning of food production,which can provide an important reference for promoting the development of certified food and optimizing residents'dietary choices.

关 键 词：认证食品消费 市场规制 社会情境认知 关注便利 

分 类 号：F426.82[经济管理—产业经济] F713.55