消费者对转基因食品的风险感知及购买意愿研究——基于南京市消费者调查数据分析

Study on Consumers Purchase Intention of Genetically Modified Food Based on Risk Perception——An Analysis Based on Nanjing Consumers

世界上任何技术、任何东西都有风险,只不过就是人们如何来看待,并尽量规避其中的风险。到目前为止,转基因食品已有充分的证据说明其安全性,在肯定其安全的同时必须明白,消费者对其风险的认知才是影响其在我国商业化发展的重要因素。研究过程中,通过运用问卷调查的方式,围绕着消费者对转基因食品的风险感知现状、影响风险感知的因素及风险感知与购买意愿的关系等相关问题进行了探讨。研究发现:(1)消费者对转基因食品的风险感知可以分为健康、时间、功能、经济以及社会心理维度;(2)消费者对转基因食品的风险感知受月收入、受教育程度和了解程度等因素的影响;(3)消费者对转基因食品的风险感知,降低了购买意愿,其中健康维度与购买意愿的关系最为显著。

In the world,everything has a risk,but it is important how people come to look at it,and how to avoid the risk of it.So far,genetically modified food has sufficient evidence that it is safe.But it must be understood that consumer awareness of the risk is the important factors in China＇s commercial development.Through the questionnaire,describe the status of risk perception,other factors which influence risk perception,the relationship between risk perception and purchase intention.The study shows that：（1） The consumers＇ risk perception of GM food can be divided into health dimension,time dimension,function dimension and economic dimension as well as the social psychological dimension;（2） There is a certain relationship between consumers＇ income,level of education,degree of understanding with GM food;（3） The consumers＇ risk perception of GM food can reduce their purchase intention,the relationship between purchase intention and health dimension is the most significant.