摘要
对于消费者来说,在他们决定购买或消费有机食品(主要为新鲜的有机食品)时,哪些因素会影响他们的购物决定?学者们对这一问题的研究已经很多了。研究的结果均表明:人们的态度和实际的行为之间有一些矛盾,对于有机食品,人们往往态度上是积极的但是常常却不购买它们。这一矛盾主要源于消费者并不把"有机生产"当作一项重要的采购标准,另外,有机食品在口味及贮藏限期(食品的两种非常重要的品质)上也并不比常规的食品具有优越性。此外,有机食品在价格上被认为比常规食品明显偏贵也是一个重要的因素。根据两个瑞典实例研究发现,人们对有机食品的态度及行为与其健康收益具有非常紧密的关系,并且超过了其正面的环境影响。一个新的欧盟项目将对新鲜的以及加工的有机食品的影响进行调查,并且还将对八个欧盟国家的人们在选择有机食品时,道德、伦理及情感因素所产生的影响进行调查。
There have been many studies of what influences consumers in their decisions to purchase or consume organic foods,mainly concerned with fresh organic foods.These show a discrepancy between attitudes and behavior with people being positive about organic foods but often not purchasing them.This discrepancy seems to be explained by the fact that consumers do not consider 'organically produced' to be an important purchase criterion,that organic foods are not perceived to surpass conventional foods regarding taste and shelf life (two qualities rated to be of great importance),and because of the perceived premium prices of organic foods. In two Swedish studies,health benefits were demonstrated to be more strongly related to attitudes and behavior toward organic foods than were perceived environmental benefits. A new European Union (EU) project will investigate the influences on both fresh and processed organic foods and investigate the role of moral,ethical,and affective influences on choice across eight EU countries.
