消费者食品安全性意识与认证食品的支付意愿

Food safety consciousness of consumers and willingness to pay for certificated food

利用延吉市消费者的食品安全性意识调查资料,采用一般统计方法测定消费者对食品安全的认知度,估算认证食品的支付意愿(Willingness To Pay,WTP).结果表明,消费者对食品认证的认知度和信任度都比较低.但通过认证的食品在确实能保证食品质量安全的前提下,消费者对绿色食品的支付意愿为28.8%.GAP认证农产品的支付意愿为18.5%,HACCP认证食品的支付意愿为17.6%,有机食品的支付意愿为17.2%,无公害食品的支付意愿为16.2%.说明消费者对认证食品的支付意愿还是比一般食品要高,消费者即便多支付价格也愿意购买高品质安全食品.因此,建议加强食品安全宣传力度,提高消费者食品安全意识及对认证食品的认知度和接受度.

Using all survey data on Yanji consumer＇s food safety awareness, the public cognition for food safety and the willing to pay for certificated food were estimated with statistic method. The results revealed that the consumer＇s cognition for certificated food and its credibility were all relatively lower. Nevertheless, under the condition of the certificated food can guarantee food quality, the consumer＇s WTP for green food was 17.2%, certificated agricultural products by GAP was 18.5%, certificated food by HACCP was 17.6%, organic food was 17.2% and, nuisance-free food was 16.2M. The results showed that the consumer＇s WTP for certificated foods is higher than ordinary foods, and consumers are more willing to buy safe food with high quality even with more payment. So, it is necessary to strengthen propagation of food safety, enhance consumer＇s awareness of food safety, and cognition and acceptance of certificated foods.