消费者风险感知、风险偏好与企业食品安全的风险控制

Risk Perception of Consumers,Risk Appetite and Enterprise of Food Safety Risk Control

本文基于消费者风险感知理论,探讨了风险偏好的成因,进而提出了食品安全风险控制的分析框架。该分析框架认为消费者的风险感知水平会改变其偏好,并进一步影响企业食品安全的风险控制。最终研究结论是:保持风险信息渠道的畅通、优化产品的质量控制系统、提高产品结构的差异化程度、培育核心竞争力、提高供应链的协调程度能降低消费者的风险感知水平,稳定其风险偏好,有利于企业食品安全的风险控制。

This paper, applying the theory of consumer risk perception, discusses the causes of risk appetite. Based on evidence it puts the analytical framework of the food safety risk control, the analytical framework believes that the risk perception level of consumer will change their preference, and further affect the risk of food safety control. The Conclusion：keeping the risk information channels, optimizing quality control system of product, improving the degree differentiation of product structure, cultivating the core competence, improving the coordination degree of supply chain can reduce the risk perception level of consumer, stabilize their risk appetite, help to the enterprise risk control of food safety.