偏好异质性约束下质量认证标签信任对消费者食品购买行为的影响——以猪肉产品为例

Consumers' Loyalty of Quality Certification Label and Its Impact on Food Purchasing Behavior in Preference Restrain: Taking Pork Product as Example

以猪肉产品为例,利用在陕西省西安市调查的392份消费者问卷,通过构建二元Logit模型定量分析了偏好异质性约束下消费者的质量认证标签信任水平对其猪肉购买行为影响的差异。研究发现:79.08%的受访者至少知道绿色食品、有机食品或无公害农产品中的一种,31.63%的受访者购买过通过绿色食品、有机食品或无公害农产品认证的猪肉;消费者对带有绿色食品、有机食品或无公害农产品标签猪肉的质量安全信任水平较高,但对这3种质量认证标签的认知水平有待进一步提高;消费者的猪肉偏好呈现出差异,质量安全偏好型消费者对质量认证标签的质量安全信任水平显著影响质量认证猪肉购买行为,而其他偏好类型消费者对质量认证标签的质量安全信任水平并不显著影响质量认证猪肉购买行为。最后在研究结论基础上提出相关对策建议。

With a consumer survey achieved 392 questionnaires in Xi＇an city,taking the pork product as the example,using binary logit model through quantitative analysis,this paper studied consumers＇ loyalty of quality certification label and its impact on pork purchasing behavior in safety preference restrain. The results indicated 79. 08% of the respondents knew at least one of green food and organic food and nuisance free agricultural product,and 31. 63% of the respondents had purchased the pork which were through green food certification or organic food certification or nuisance free agricultural product certification. Consumers＇ evaluation on quality and safety for pork with quality certification label was good,but consumers＇ cognition level of quality certification label should be improved. Consumers＇ preferences for pork have shown differences,consumers＇ trust in safety for quality certification label significantly influenced consumers＇ purchasing behavior for pork with quality certification label,but the above law which existed in consumers who prefered safety for pork did not exist in the other consumers. Finally,some countermeasures and suggestions were put forward.