中国城市消费者的食品安全需求特征分析??——以对武汉市城区消费者的食品安全调查为例

Analysis on the Food Safety Consuming Characteristics and Behaviors of Chinese Urban Consumers:an Example of Investigation on the Willingness to Pay of Urban Consumers for the Traceable Pork in Wuhan

近年来不断爆发的各类食品安全事件,使消费者对中国目前的食品安全状况存在普遍的担忧。从消费者角度探讨食品安全的需求特征,剖析消费者的食品安全消费行为及影响因素,是对解决中国食品安全问题的另一种探索。文章讨论了消费者的食品安全需求偏好的差异性和风险认知过程与规避,基于问卷调查分析了城市消费者的食品安全需求特征,并借助Logistic模型论证了消费者的食品安全支付意愿的影响因素主要是收入、学历、良好的食品安全消费习惯等。因此文章提出强化消费者食品安全支付意识,增加其可支配收入;普及食品安全知识并培养消费者更好的食品安全消费习惯;完善食品安全信息公开,加强消费者对食品安全保障制度的了解与信任等,将有助于在中国营造成熟的食品安全消费环境。

As all kinds of food safety incidents have frequently out broken in recent years, consumers have expressed their deep concern about the current situation of food safety in China. It is a new exploration to examine the characteristic of Chinese consumers and those influencing factors from the point of view of demand. Firstly, this paper discussed the food safety preference and risk perception of consumers; and then it examined their food safety consuming characteristics and behaviors based on the questionnaire investigation; finally, in terms of logistic model it demonstrated the most significant factors influencing the willingness to pay of consumers concludes consumer＇s income, education, good consuming habit and the knowledge of food safety regulations. Consequently, this paper recommended that enhancing the WTP consciousness and increasing the disposable income of consumers, cultivating better food safety consuming behaviors, popularizing the food safety knowledge, and making information more public would be good to construct a better food consuming environment of food safety.