消费者对加贴追溯码猪肉购买意愿的实证研究——以合肥、芜湖两个试点城市为例

The empirical research of consumers purchase behavior for labeled with trace code pork——case of two pilot cities of Hefei and Wuhu in Anhui

基于肉菜流通追溯体系下安徽两个试点城市的278份调查数据,利用Logistic模型分析了消费者对加贴追溯码猪肉的购买意愿。在已有研究基础上,增加了消费者的食品安全事件经历、对肉菜流通追溯体系的认知度、对肉菜流通追溯体系的评价和对食品安全法规政策的认知度4个新解释变量。结果表明,上述4个新变量以及消费者对加贴追溯码猪肉的认知度和信任程度、家庭最高文化程度及收支状况等对购买意愿具有显著正向影响;消费者对食品安全状况评价、对猪肉质量安全现状评价和年龄等则对购买意愿具有显著负向影响。

Based on the meat and vegetable circulation tracing system and 278 consumer questionnaires＇ survey data of twopilot cities in Anhui province, using logistic model, this article analyzed consumers buying behavior for labeled with tracecode pork. On the basis of existing research, this article increased four new explanatory variables. The resuhs showed thatthe above four new variables and consumer＇s recognition and trust for labeled with trace code pork, the highest family degreeof cuhure, and the balance of payments had significant positive influence on purchase behavior; Consumer＇s evaluation aboutthe situation of food satety, consumer status evaluation tor pork quality- and satety and age had significant reverse influenceon purchase behavior.