有机粮食的消费者质量安全信任及其影响因素——基于郑州市381份问卷调查数据

Consumers' trust degree for organic grain quality safety and its influencing factors: Based on 381 questionnaires in Zhengzhou city

基于河南郑州市381份调查数据统计分析表明,消费者对有机粮食质量安全的关注和信任程度分别为59%和25%,进一步运用主成分回归法分析消费者对有机粮食质量安全关注和信任度的影响因素,结果表明:有机粮食行业发展有巨大潜力,具有更多生活经验和知识的消费者以及对有机食品了解越多的消费者,对有机粮食质量关注程度及信任程度也就越高;价格是影响有机粮食销售的重要因素;现有的有机粮食的营销方式和消费渠道,降低了消费者对有机粮食质量的信任程度;口碑对信任程度有重要的影响,相关职能部门认证的公信力有待提高。

Based on the investigation of 381 Henan consumers in Zhengzhou, this study found out that the consumers＇ attention degree and trust degree for the organic grain were 59% and 25% respectively. Further study on the factors influencing consumers＇ attention degree and trust degree with principal component regression analysis method, this paper found out that： a） there was a great potential in the development of organic grain industr3） since that the more the consumers knowing more about organic food, the more they would pay attention to the organic grain, b） the price was crucial drawback for consumers＇ purchase, c）the existing marketing and consumption channels reduced the consumers＇ trust degree for the organic grain, d） the public credibility of organic grain certification should be improved since the praise had an important influence on the degree of trust.