高质量农产品市场需求为何难以满足?——来自南京的实证调查

Why is it Difficult to Meet the Market Demand for High-quality Agricultural Products:from the Survey of Urban Residents in Nanjing

当前产品质量安全形势严峻,消费者质量安全意识不断提高,人们对高质量农产品的需求十分迫切,但事实研究表明高质量农产品市场存在"叫好不叫座"情况,高质量农产品的市场需求难以满足。以有机农产品为例,利用南京城市消费者的问卷调查数据,旨在发现购买意愿与购买行为的内在联系,揭示造成二者差异的重要影响因素,研究发现70%以上的消费者对有机农产品有购买意愿,但是购买意愿与现实选择之间存在着很大差异,支付能力、消费者对高质量农产品的意愿支付溢价、对其了解程度和信任程度、对食品安全问题的关注程度以及周围环境等因素显著地影响二者之间的差异性。在此基础上,对高质量农产品市场的健康发展提出相关建议。

With the improvement of their living standards and safety awareness,consumers care for the more safe food.But the fact and the studies have shown that it is different between consumers’willingness in the scenario and realistic choice in the real-world environment.This paper aimed to find the intrinsic links between purchasing intention and behavior.It revealed the important influencing factors of the differences using the data of questionnaire surveys in Nanjing.The results showed that more than 70% of consumer intent to buy organic produce,but there is a considerable difference between the purchase willingness and realistic choice.Educational background of the customers is an individual characteristics factor which influenced the difference of their purchasing willingness and behavior when they face organic produce.Family income is the familial characteristics which impact the difference.In addition,there are other factors which impact on customers'purchasing willingness and realistic choice of organic produce significantly,like the extra price,the degree of understand,the degree of trust,whether concern on food safety issues and purchasing condition,etc.On this basis,we make suggestions about the healthy development of high-quality agricultural markets.