基于农产品质量安全视角下的消费者行为研究回顾与展望

Retrospect and Prospect of Consumer Behavior Research from the Perspective of Agricultural Product Quality and Safety

频繁发生的农产品质量安全事件,增加了消费者对农产品质量与安全的担忧,使得消费者对农产品质量安全的关注度不断提升。在此背景下,农产品质量安全的消费者行为学成为了研究的重要议题。该文对有关文献进行了系统的梳理,发现研究主要集中在消费者对农产品质量安全的需求、对农产品质量安全的认知、基于农产品质量安全需求的购买意愿和购买行为以及基于农产品质量安全需求的消费行为影响因素5个方面。这些文献对于更好地理解基于农产品质量安全视角下的消费者购买决策过程,从而对推进我国优质安全农产品市场的发展具有重要的理论价值和现实意义。

Frequent agricultural product quality and safety incidents have increased consumer concerns about the quality and safety of agricultural products,and consumer demand for safe agricultural products has also increased.In this context,various types of agricultural products with safety signs such as“Three Products and One Standard”came into being,and consumer behavior research on these agricultural products received high attention.Through the systematic collation of related literatures,it is found that the main focus is on consumers′demand for quality and safety of agricultural products,awareness of agricultural product quality and safety,purchasing behavior based on agricultural product quality and safety requirements and its influencing factors.It is of great theoretical and practical significance to better understand the decision-making process of consumers based on the quality and safety requirements of agricultural products,and to promote the development of China′s agricultural product quality and safety.