绿色食品感知风险构面实证研究

Empirical Research of Green Food Perceived Risk Facets

以绿色食品为研究对象,在问卷调查的基础之上,运用了因子分析、均值分析等方法,对消费者的感知风险进行初步研究,找出了绿色食品的感知风险有6种类型:身心安全风险、时间风险、情感风险、财务风险、功能风险和机会成本风险,为绿色食品感知风险理论研究提供了参考,并结合研究结论为绿色食品企业提出建议。

A preliminary research of the consumers＇ perceived risks for green food by factor analysis and analysis of means were carried out based on a questionnaire survey. As a result of the research, green food perceived risks could be classified into six types as follows, mental and physical security risk, time risk, emotional risk, financial risk, functional risk and opportunity cost risk, were carried out, it provides reference and the conclusion of the study provided suggestions for green food enterprises.