消费者对强化营养食品的认知与购买行为分析——基于南京市消费者的调查

An analysis on consumers' perception and purchase behavior of fortified food——A survey based on consumers of Nanjing

根据南京市消费者关于强化营养食品的调查数据,考察消费者对于强化营养食品的认知水平,运用二元Logistic回归模型分析了影响消费者强化营养食品购买行为的主要因素。结果表明,消费者对于强化营养食品的认知度较低,对强化营养食品的强化剂成分信任度偏低,安全性关注程度较高;消费者的学历、健康状况、家庭结构、家庭月纯收入、产品因素、态度因素、健康动机和市场因素,对强化营养食品的购买行为具有显著影响。

Based on data from a survey on consumers in Nanjing,this paper analyzed consumers＇ awareness on fortified food.Binary Logistic regression model was used to identify the main factors that influence consumer purchase behavior on fortified foods.Consumers had low level of awareness on fortified foods and low trust on the additive in fortified foods.However, they had a higher degree of health concerns.Demographics, such as education, health status, family structure, family monthly motivation and market factors, had significant impacts on net income, product factors, attitudinal factors, health, consumers＇ purchasing behavior.