消费者对农产品质量安全风险交流认知的地域差异化研究

Regional Differences in Consumers' Perception of Agricultural Products Quality and Safety Risk Communication

以华中、华东、东北和西部等4个地区8个城市的1 065名消费者为调研对象,对消费者的消费习惯、对农产品质量安全的态度、风险认知及风险交流意愿等4个方面进行了问卷调查,并对调查结果进行了计量统计分析。结果表明:消费习惯地区差异不显著,态度和认知在某些地区存在差异性,影响主动交流意愿的因素为消费者个人收入、对农产品质量安全事件的关注度以及对"热点问题的专业性解读"、"风险防控科普知识"、"风险对健康的影响"、"风险发生的机理知识"、"风险监测与评估的相关情况"、"国家风险管理的政策法规"、"国内外有关的食品安全标准"的认知,基于此,本文提出了针对地区差异的风险交流优化建议。

Totally 1 065 consumers from 8 cities of 4 regions including the central,eastern,northeastern and the west were chosen as respondents. The questionnaire survey included consumers’ spending habits,the attitude to quality and safety of agricultural products,risk perception and willingness to risk communication. The statistical analysis results showed that regional differences in spending habits were not significant,the attitude and cognitive in some areas had significant regional differences,the factors affecting willingness of proactive risk communication included personal income,attention to agricultural products quality and safety incidents,and perception of professional explaining of hotspots,scientific knowledge of risk prevention,health effects of risk,mechanism knowledge of risk occurrence,results of risk monitoring and assessment and policies and regulations of national risk management,and domestic and foreign food safety standards. The paper put forward three suggestions for optimizing risk communication.