茶叶安全性消费特性分析  

Analysis of Characteristics of Safe Tea Consumption

作　　者：黄祖辉[1] 钱峰燕[1] 李皇照 

机构地区：[1]浙江大学农业现代化与农村发展研究中心,浙江杭州310029 [2]中兴大学行销系

出　　处：《浙江大学学报（人文社会科学版）》2004年第3期21-26,共6页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：国家科技攻关项目 (2 0 0 1BA80 4A2 5 )

摘　　要：对 60 0份《茶叶安全性消费者评价》调查问卷的分析表明 ,愿意购买安全茶叶的消费者占80 .5 % ,研究表明 ,消费者对于安全茶叶的相关信息主要来自电视、报纸等传媒工具及茶叶产品外包装说明。另外 ,性别、年龄、婚姻状况、受教育程度、收入、家庭人口、居住地等都会对其购买意愿产生影响。总体而言 ,无论消费者从事哪种职业 ,大都很关注安全茶叶的消费 ,尤其是家庭人口在两至三人之间的城市人及受教育程度较高、月收入居于中上水平的消费者购买意愿最为明显。但具体到购买行为 ,仅受访者个人每月所得和受教育程度两项具有显著性。受访者愿意支付购买绿色茶的每斤价格增额 ,随每月所得提高一个组别而增加 ;而受访者愿意支付购买绿色茶的价格增额则随受教育程度的提高而降低。Food safety has been an important issue for consumers these years, while the Chinese government has been strongly committed to improving the quality and safety of agricultural produce in an all-round way with the 'farm to table' approach. According to the processing procedure and technique, the tea available in China consists of four categories, namely, pollution-free tea, green tea, organic tea, and the rest of the teas. The first three categories - pollution-free tea, green tea and organic tea - refer to safe tea. Based on the questionnaire regarding 'Consumers' Assessment of Tea Safety', this paper makes an analysis of questions of consumers in Hangzhou concerning tea safety, such as consumers' knowledge of safe tea, factors affecting their purchasing, and additional price they are willing to pay for the tea. The 600 questionaires in total show that 80.5 percent of the consumers are willing to buy safe tea. It is found that these consumers have come to know about tea safety mainly through TV, newspaper, and the packing of the product. Other factors affecting the consumer behavior include gender, age, marital status, education, income, the size of the family, and the place of residence. In a word, whatever occupations, the consumers usually pay close attention to the consumption of safe tea. Those urban 2-to-3-person families with higher education and income have shown the strongest tendency to buy safe tea. But in terms of consumer behavior, the monthly income and education of those surveyed constitute the two factors that determine the purchasing of safe tea. Specifically speaking, additional price the consumers surveyed are willing to pay for safe tea will hinge on the increase of their monthly income, but will become lower as their education are higher.

关 键 词：安全茶叶 消费者认知 消费者特性 

分 类 号：F224[经济管理—国民经济]