液态奶营养调整对北京居民消费意向影响力的调查

Influence of nutrient modification of liquid milk products on purchasing intention of Beijing consumers

对北京市1301名消费者的液态奶消费行为进行了随机抽样调查,以了解消费者对维生素、矿物质强化和蛋白质、脂肪成分调整液态奶产品的态度,及产品包装上的营养标示对购买意向的影响力。结果表明,消费者对营养宣称产品总体上有积极的购买意向,但对营养强化的认知不足,对营养标示关注不够。建议乳品企业在开发相关产品时更加重视产品的人群针对性,注重健康宣称的告知途径,增大对消费者乳品营养教育投入的力度和系统性。

A random-sampled questionnaire survey was undertaken in 1301 Beijing consumers to evaluate the consumers＇ attitude toward liquid milk products fortified with micronutrients or modified in terms of protein and fat contents, and the influence of labeled nutrition information on purchasing intention of consumers. The data shows that the consumers generally have positive purchase intent to nutrition claimed product; however, they are in lack of nutrition knowledge necessary for proper interpretation of fortification information and enough attention to nutrition label. It is suggested that the dairy industry should adapt their products to the special need of special consumer groups in future product developing, providing the target consumers more effective access to the health claims, while make every effort to improve public awareness about general nutritional value of dairy products.