消费者对蔬菜安全认知和购买行为的地区差别分析

Area Diversity Analysis of Consumer Conception of Vegetable Quality Safety and Purchase Behavior

在对浙江省514位消费者问卷调查的基础上,初步进行了城市和城关镇消费者对蔬菜安全的认知与购买行为的地区差异分析。研究表明,无论城市还是城镇,消费者都比较关注蔬菜安全问题,但消费者对安全蔬菜的认识非常有限,相比而言,城市消费者对安全蔬菜的认识度高于城镇的消费者。另外,除消费者对蔬菜安全信息关注程度是共同显著影响城市和城关镇消费者对安全蔬菜的购买外,对城市消费者购买行为有显著影响的指标是蔬菜的价格、消费者的年龄、家人的影响和交际圈的影响,而城关镇主要受消费者的月收入、对蔬菜安全的重视程度的影响。本研究还表明,城关镇消费者比城市消费者更需要政府提供安全消费信息。

The quality safety of fresh vegetable has become not only the focus of governments and consumers but also a major factor for improving the international competitiveness of the vegetable industry and increasing the incomes of farmers. The choice behavior of governments and firms are profoundly affected by the attitudes and tendencies of consumers towards vegetable quality safety. On the basis of questionnaire surveys of 514 vegetable purchasers in Zhejiang Province, this article made a comparative analysis of the consumer behavior between city and small town purchasers. The Logistic model regression indicates that they attach importance to the quality safety of vegetable but with only superficial conception on it. In comparison with consumers in towns, those in large cities have more knowledge about vegetable quality safety. The results show that the degree of focusing on safety information will affect buyer decision- making both in cities and towns. There are 4 main factors that influence consumers in the city, including price, age, and the effect of family and people around, while income and the degree of concerns attached to quality safety will affect consumer behaviors in towns. The study also shows that consumers both in cities and towns have trust in the official information released by government departments and professional organizations. However, consumers both in cities and in towns are dissatisfied with the information and technology services provided by the government, while consumers in cities need more safety information than those in towns. In the end, management implications are therefore forwarded to facilitate the improvement of vegetable safety management system in China. First of all, government should enhance training and educational programs about food safety in towns and in the rural areas. Secondly, regional income differences should be taken into account in decision making. Finally, policymakers should pay more attention to the effect of various cultures on vegetable consumer behaviors and assure the authenticity of the information released by enterprises, media, government and non-government departments.