城市消费者有机食品认知与购买决策!——基于北京、上海、广州、深圳1017名消费者调查

Analysis of Urban Consumers' Perception and Purchase Decision towards Organic Food——Based on the investigation on 1017 consumers in Beijing,Shanghai, Guangzhou,and Shenzhen

近年食品安全事件频出,消费者越来越关注食品安全和自身健康,有机食品越来越受到国内消费者青睐。利用北京、上海、广州、深圳等一线城市的1 017名城市消费者的调查数据,以人口统计变量为调节变量进行了多群组结构方程模型分析。得出结论:消费者对有机食品的概念、品质与外部性以及供给现状的认知水平显著正向影响城市消费者有机食品购买决策;性别、年龄、家庭年收入、文化程度和是否有小孩等调节变量在不同群组间的效应存在显著差异;家庭收入高和家庭中有14岁以下小孩的消费者是有机食品的主要购买群体。提出了促进消费者对有机食品购买决策形成、进一步刺激有机食品消费的政策建议。

Given the seriousness of the problems that food security incidents have caused in recent years, consumers in favor of organic food show increasing concern to food security and their physical health. Based on the data obtained from 1 017 consumers in the first-tier cities like Beijing, Guangzhou, Shanghai and Shenzhen, this paper conduected a research by the application of the structural equation modeling approach and multiple-group analysis using the demographic as the regulated variable. The findings indicated that customers＇ cognitive level on the concept,quality, externality and supplies of the organic food influenced their decision in purchase in a positive and obvious way. And the regulated varia- bles,like gender,age,family income, educational background and fertility condition contributed a lot to the great discrepancy among diffrent groups. Consumers having children under 14 and high-income fami- lies served the main force to buy organic food. This paper further proposed policy suggestions to promot consumers to form purchase decision on organic food and stimulate the organic food consumption.