中英消费者对乳品安全态度的比较研究——以北京及伯明翰地区大学生为例

Investigation on Attitudes Towards Safety of Dairy Products Among Universities Students in Birmingham and Beijing

以北京及伯明翰地区大学生为例,就消费者对于乳品产业的安全的信任度展开调查。利用Survey Monkey软件共收集电子问卷368份,并使用SPSS软件进行数据分析,统计方法包括:频率分布、列联表分析、KruskalWallis (KW) Test、Mann-Whitney Test。结果表明:伯明翰地区消费者的人均奶制品消费量远大于北京消费者。伯明翰地区消费者在巴氏杀菌奶、黄油和奶酪品类的消费量较大,而北京地区奶制品消费量较大的品类包括UHT牛奶、奶油、冰激凌。影响伯明翰地区消费者进行乳品购买的主要因素包括价格、营养价值、风味、货架期;除上述影响因素较大外,北京消费者还会受到广告、促销行为、包装设计、家人及朋友推荐等因素的影响。北京消费者更加关注乳品三聚氰胺(60. 5%)、乳品造假的安全问题(69. 3%),而伯明翰地区对于乳品本身可能发生的安全问题关注度不高,更加关注动物福利的问题(29. 8%)。北京地区消费者更加相信进口乳品的安全,而伯明翰地区消费者,特别是伯明翰地区的英国人对于本土乳品的信任程度相对较高。

This study was used to compare attitudes of consumers in Beijing and Birmingham toward the dairies safety.The author used quantitative method with on-line questionnaire survey.The data was collected via Survey Monkey system and convenience sample method was used.After the incomplete questionnaires were removed,the total number of valid questionnaires was 368 （243 respondents from Birmingham and 125 respondents in Beijing）.Then all data was analyzed by SPSS software,the statistic methods applied including frequency distribution,crosstabs,explore with plot box,Kruskal-Wallis,and Mann-Whitney test.Some new findings were identified according to the results and literates.Respondents in Birmingham had more dairy consumption rather than Beijing,and also Birmingham respondents had high frequency consumption of pasteurized milk,butter and cheese rather than Beijing respondents.Beijing respondents owned frequent consumption of UHT milk,cream,and ice cream rather than Birmingham respondents.More factors motivate Birmingham respondents’ dairies consumption rather than Birmingham.The factor of price,nutrition value,taste and flavor,and shelf life were important to Birmingham respondents on consumption of dairy products.In spite of these factors mentioned,advertisements,promotion activities,packaging design,brand,family and friends recommendation were extra factors,which motivated Beijing respondents to purchase and consume of dairy products.Beijing respondents concerned more types of dairies safety problems,particular melamine （60.5 %）and fake of dairies issues （69.3 %）.Birmingham respondents concerned more on problem of animal welfare （29.8 %）rather than any types of dairies problems.Beijing respondents trusted more on imported dairies products rather than domestic and much favor European dairies exporters.Birmingham respondents,particularly Birmingham-British respondents trusted more their domestic dairy products.