农村居民食品消费习惯、观念与行为分析——基于山东省三个典型区县的问卷调查

Analysis of Food Consumption Habits,Concepts and Behaviors of Rural Residents——Based on Questionnaires from Three Typical Districts and Counties in Shandong Province

消费习惯和观念在农村居民食品消费行为决策过程中发挥着重要作用。基于此,利用山东省三个典型区县的问卷调查,分析农村居民食品消费习惯和观念对其消费行为的影响。结果显示:居民逐渐认识到均衡营养的重要性,消费观念正在发生渐进式转变;同时,农村居民较为保守的消费行为主要受其消费习惯与观念的影响,但归根结底是受农村地区落后的发展水平所限,且仍有较大的改善空间及可能性。据此,文末提出相应的对策建议。

The food consumption behaviors of rural residents are affected by many factors, and the consumption habits and concepts play an important role in the process of consumer behavior decision-making. Thus, the purpose of this paper is to analyze the influence of ru-ral residents＇ food consumption habits and concepts to their consumption behavior by using the questionnaires from three typical districts and counties in Shandong province. The results showed that residents gradually realize the importance of balanced nutrition and their consumption concepts were increasingly changing. At the same time, the conservative consumption behaviors of rural residents were mainly influenced by their consumption habits and concepts, but the consumption behaviors were fundamentally affected by the backward development level of ru-ral areas, which still had great space and possibilities for improvement Accordingly, the last part of the paper put forward corresponding countermeasures and suggestions.