消费者食品安全风险感知偏差形成原因探析——基于信息供求视角的理论解释与实践验证

Reason Analysis for Difference Between Consumer Food Safety Risk Perception and Real Situation:From Information Supply and Demand Perspective

大量食品安全负面信息导致中国消费者对食品安全的风险感知与食品安全真实状况之间存在较大偏差。通过把食品安全信息特征纳入媒体和消费者的决策函数,基于信息供求理论的分析表明,造成风险感知偏差的原因包括理性无知和负面信息过量需求。受限于个体信息处理能力、信息获取成本以及媒体立场定位与个人立场不一致等因素,消费者对食品安全信息的需求主动表现为理性无知。基于信息的边际效用递减和消费者对食品安全的风险规避分析显示,消费者对食品安全负面信息的需求量大于对正面信息的需求。传统纸质媒体和现代社交媒体进行的实践验证表明,基于不同的立场定位,各类媒体的食品安全信息供给存在很大差异,社交媒体的出现放大了食品安全负面信息的存在。

Too much negative information leads to a huge gap between food safety risk perception and the real situation.Based on the information supply and demand theory,this paper gives an explanation for this phenomenon by bringing food safety information characters into media and consumers’decision function.The result shows that the bias is caused by rational ignorance and excess demand for negative information.Limited by individual information processing capabilities,costs of information access and the inconsistence between personal position and media ideology position,consumers’information demand for food safety presents the character of rational ignorance initiatively.The analysis based on the law of diminishing marginal utility and risk aversion shows that consumers’demand for food safety negative information is greater than that for positive information.The empirical analysis on traditional print media shows that due to the different ideology positioning,food safety information supplied by various types of media are quite different and that social media has amplified the presence of food safety negative information.