可追溯大米的消费行为研究

The traceability of rice consumption behavior research

食品可追溯体系是预防食品安全风险的重要手段。大米作为中国的主要粮食产物,建立并完善其可追溯体系,对于解决我国粮食安全问题以及提高粮食品质具有重要意义。作为可追溯食品的使用主体,消费者对可追溯大米的态度、认知、支付意愿等决定了可追溯大米的市场容量,以及大米可追溯体系的构建层次与推广程度。研究从大米消费的特殊性与我国目前大米消费环境的基本特征出发,在实证层面主要分析了北京市271位消费者（其中有效调查问卷为250份）对不同层次安全信息的两种类型可追溯大米的态度、购买意愿及影响因素。得出主要结论如下：食品安全环境现状等因素影响着被调查者对食品安全信息以及可追溯食品的潜在需求;被调查者对可追溯食品的认知度较低,67.2%的被调查者希望获得相关知识或信息;被调查者多数愿意为具有可追溯属性的大米支付一定的溢价,但所愿支付溢价有限;具备第三方检测评价的可追溯大米的可接受价格多集中在8~15元/500 g,而同时具备有机、富硒特点的可追溯大米的可接受价格多集中在18~25元/500 g;被调查者中愿意购买可追溯大米的群体,多为年龄在26~30岁的企业员工,其大多选择在大型超市、专门的米店或者网络购买大米,单次购买量多为5 kg,购买时间间隔为2个月,日常选购大米的价格多在5~10元/500g。

Food traceability system is an important way in preventing food safety incidents. Rice is main grain in China. It is important to establish traceability system to improve the quality of the grain. As the main subject of traceability system, the attitude, cognition and purchase intention of consumers determine the market capacity, construction and promotion of rice traceability system. According to the basic characteristics of rice and its consumption environment, the attitude, cognition and purchase intention of two kinds of traceable rice among 271 Beijing consumers（including effective questionnaires of 250） were analyzed in this paper. The result showed that the present status of food safety promoted respondents to get more food safety information and potential demands for traceable rice. Among the respondents the awareness for traceable rice was insufficient. It was shown that 67.2% of the respondents expected to get more knowledge or information. Most respondents were willing to pay higher price for traceable rice, but the payment for this willingness was limited. The acceptable price for the traceable rice monitored by third party was 8-15yuan/500 g,while that for the organic, traceable and selenium-rich rice was 18-25 yuan/500 g. The potential consumers of traceable rice were mostly enterprise staff aged between 26-30 years old. Most of them bought rice with package of 5 kg and price of 5-10 yuan/500 g at huge supermarket, rice store or on-line store every 2 months.