安全认证猪肉购买意愿的消费者社会特征识别及其影响因素分析

Consumer Social Character Recognition and Influencing Factors of Purchase Intention of Safety Certified Pork

本研究在不完全信息背景下探讨影响消费者购买安全认证猪肉的因素,基于来自江苏省与安徽省844个消费者调查数据,利用结构方程模型系统描绘消费者关于安全认证猪肉购买意愿的形成路径。研究发现,影响消费者对安全认证猪肉购买意愿的要素分别是消费者对于安全认证猪肉的了解程度、态度、关注程度、识别能力,以及政府的宣传号召、猪肉的产地信息、消费者的受教育程度、收入水平、消费者对政府监管效果的满意程度。在此基础上,本文提出以下对策建议:一是加强食品安全知识教育培训,正确引导消费者行为;二是加强新闻媒体与社会舆论的引导与监督;三是加强政府法律建设,提高政策实施执行力度;四是加强产地认证建设,提高品牌建设意识。

Based on 844 consumer survey data from Jiangsu Province and Anhui Province,this study uses structural equation model system to describe the formation path of consumers’purchase intention of safety certified pork.The study found that the important factors that affect consumers"willingness to purchase safety-certified pork are consumers"knowledge,attitude,attention,and recognition ability of safety-certified pork,as well as the government’s publicity call,the origin of pork,the education level of consumers,Income level,consumer satisfaction with government regulation.On this basis,this paper puts forward the following countermeasures and suggestions:first,strengthen the education and training of food safety knowledge to correctly guide consumer behavior;second,strengthen the guidance and supervision of news media and public opinion;third,strengthen the legal construction of the government to improve the implementation of policies;fourth,strengthen the construction of origin certification to improve the awareness of brand building.