消费者对食品质量安全信任影响因素分析

Analysis of Factors Influencing Consumers' Trust on Food Safety

食品安全事件后,消费者对食品安全性的信任程度是影响食品消费量回升的重要因素。采用最优尺度模型,以武汉市433份消费者的问卷调查资料为基础,研究消费者对液态奶安全性信任的影响因素,分析结果表明:消费者对政府、企业、奶站的信任及液态奶对家庭的重要程度、年龄、家庭月总收入等对消费者信任有正的显著影响,而易感人群、品牌、文化程度和家庭月食品支出等则对消费者信任有负的显著影响;信息知晓程度和消费者对奶农的信任对消费者信任没有显著影响。政府要提高消费者对液态奶安全性的信任还必须从增强消费者对政府、企业和奶站的信任度着手。

After the food safety incident of Sanlu milk powder, consumers＇ trust on food safety becomes the most important factor that influences recovery of food consumption. Based on 433 copies of questionnaires into the consumers in Wuhan,this article makes an empirical study on factors which influence consumers＇ trust on food safety through optimal scale regression model. The results show that consumers＇ trust on government ,enterprises ,milking stations and the importance of milk for the family, age and family income all have significantly positive effect on consumers trust, while the susceptible population ,brand selection, education experience and monthly food expenditure have significantly negative impact on consumers＇ trust;besides,the information access and consumers＇ trust on dairy farmers don＇t have significant effect on consumers＇ trust. In order to gain more and more consumers ＇ trust on the milk safety, the government should start with the enhancement of consumers＇ trust on government ,enterprises and milk stations.