风险知觉、风险偏好和消费者对食品安全事件的反应——以瘦肉精事件为例

Risk Perception, Risk Preference, and Response of Consumers to Food Safety Crisis: The Case of the Clenbuterol Pork

近年来,我国食品安全事件频频发生,其中有些事件形成了消费者恐慌心理,并造成广泛传播的,灾难性的,不可逆转的后果。基于Arrow和Pratt的风险分析框架,本文构建了一个消费者对食品安全事件反应的概念性模型。模型显示,消费者对食品安全事件反应不仅受风险知觉、而且亦受风险偏好,以及两者之间的交互作用的影响;风险偏好在理解和预测消费者对食品安全事件反应方面起着重要作用。应用苏州市消费者在瘦肉精事件发生一个月后的猪肉消费调查数据的实证分析结果支持本文提出的概念性模型。这个结果对处理食品安全危机有着重要的公共政策含义。

In recent years, food safety events occur frequently in China, some of which resulted in the consumer＇s panic and caused widespread, catastrophic, and irreversible consequences. Based on the risk analysis of Arrow and Pratt, the paper develops a conceptual model of the consumer＇s response to the food safety crisis. The model shows that the consumer＇s response is affected not only by the consumers＇ risk perception and risk preference, but also by the interaction between the both above variables. Risk preference plays an important role in understanding and predicting the consumer＇s response to the food safety crisis. The survey data of the pork consumption of consumers in Suzhou a month after the Clenbuterol events empirically supports the conceptual model presented in this paper. These findings have some important managerial and public policy implications in addressing the food security crisis.