信息交流下消费者安全食品信任评价机制的构建

Construction of consumer safety food trust evaluation mechanism under information exchange

现今消费者对安全食品信任度不高的重要原因之一,是因为消费者难以获得相应的安全食品认证的信息而产生的信息不对称。这种信息不对称的产生,是因为对消费者认知能力的高估、认证机构公信力的不足、行政机关的地方保护主义、媒体报道的失真,以及食品企业对与消费者沟通渠道建设的忽视等问题的存在。因此,必须采取加强对消费者的宣传和教育、加强对认证机构的管理和监督、建立行政机关向公众及时披露监管信息的制度、对媒体报道建立相应的归责制度,以及建立消费者同其他相关方进行沟通的法定渠道等措施,才能保证信息交流下消费者安全食品信任评价机制的构建。

One of the important reasons for the consumer＇s degree of trust is not high,is that consumers are hard to obtain the information generated by the corresponding safety food certification information asymmetry.This kind of information asymmetry arises because the cognitive ability to consumer overvalued,certification bodies＇lack of credibility,administrative organs of local protectionism,and the media reported that the distortion and food enterprise and consumer communication channels of the building neglect problem on existence.Therefore,must be taken to strengthen the publicity and education of consumers,strengthen the management and supervision of certification bodies to the establishment of administrative organs to the public timely disclosure of regulatory information system,media reports on the established corresponding imputation system and build consumer channel through the legal channels with other interested parties and other measures,in order to ensure the construction of the exchange of information consumer safety food trust evaluation mechanism.