北京市生态农产品消费者的内部细分研究

Differentiations in Consumers of Common Ecological Agricultural Products in Beijing

以北京市为例,对社区互助农业的消费者和普通生态农产品消费者进行实地调查,通过运用Logit模型对影响社区互助农业消费者的因素进行分析发现,是否注重食物公共层面信任品属性是区分社区互助农业消费者和同类生态农产品消费者的重要指标。研究结果表明,社区互助农业的消费者是一群以女性为主,受教育程度高,中等收入以上,关注食物搜寻品、经验品、私人层面信任品属性,特别注重食物公共层面信任属性的中青年人。最后,从生产者和消费者两方面对北京市社区互助农业的未来发展提出建议。

Abstract： This paper takes Beijing as an example, having conducted a field survey for CSA consumers and the com- mon ecological agricultural consumers, using the Logit Model to analyze the factors which influence respondents be- coming CSA consumers. Results show that concern of food public credence attributes is the main indicator that dis- tinguishes the two kinds of consumers. It concludes that CSA consumers in China are a group of young and middle aged people who are female-dominated, highly educated, and middle-income or more, concern about food search, experience, and private credence attributes, especially pay more attention on the public credence attributes. Finally, it provides recommendations for the future development of CSA in Beijing.