猪肉质量安全风险认知、消费决策及政府沟通策略——基于重大动物疫情的消费者适应性调研

Risk Perception on Pork Quality and Safety, Consumer Decision-making and Government Communication Strategy:Consumers' Adaptive Research under Major Animal Epidemic Situation

以"发生生猪类重大动物疫情"为决策背景,围绕动物疫情对消费者猪肉质量安全风险认知、消费决策的影响进行实地调研。调查发现,50%以上的被访者认为目前市场上的猪肉不太安全,而这种风险主要来源于饲养环节。动物疫情发生后,消费者对健康损失维度的风险认知最高,其次为心理损失、金钱损失和社会损失,时间损失维度不显著;消费者会同时采取增加信息量和减少消费量两种措施来降低风险认知。为提升消费信心,动物疫情情形下,政府和消费者沟通的重点在于通过恰当的渠道传递相关信息,降低消费者接触、食用猪肉对其身体健康造成的不确定性。

Under the decision-making scenario of a major pig epidemic disease outbreak, centre on the affect of animal disease on cousumer＇s risk perception and consumption decision, this paper conducted a field research. The survey found that more than 50% of the respondents believe that pork on the market is not safe enough currently, and this risk mainly from farming sectors. When epidemic animal disease occurs, health loss was the most important dimension of consumer＇s risk perception of pork safety, psychological loss, money loss and social loss followed. The dimension of time loss is not obvious. In order to reduce risk cognitive, consumers will take two approaches like to increase the stock of information and reduce pork consumption meanwhile. In the context of animal disease, in order to enhance consumer confidence, the communicate between government and consumer may focus on deliver relevant information through the appropriate channels to reduce the uncertainty of consumer＇exposure or consumption of pork to their health.