健康信念模式视域下大学生对健康农产品的认知情况和选择意愿分析 --基于湖南6市部分大学生的调查

Analysis on College Students'Cognition and Choice of Healthy Agricultural Products from the Perspective of Health Belief Model——Based on the Survey of Some College Students from Six City of Hunan Province

目的:从健康信念模式角度,了解大学生对健康农产品的认知情况和选择意愿。方法:进行问卷调查并获取数据。结果:大学生认为农产品种养环节的污染对健康影响最大,农产品的健康可信度和易识别度低是主要的感知障碍,健康农产品的价格的对学生购买意愿的影响没有明显差别。结论:大学生对健康农产品表现出认知和选择的矛盾,虽然能正确感知健康农产品对健康行为的益处、不健康农产品致病的严重性,但由于实际购买需求影响,对健康农产品的选择意愿不明显。

Objective:From the perspective of health belief model,we can understand the cognitive situation and choice of healthy agricultural products of college students.Method:Questionnaire survey and get data.Result:College students think that the pollution of agricultural product breeding link has the greatest impact on health,The health credibility and low recognition of agricultural products are the main perceived barrier,Willingness to buy will not vary significantly due to lower prices for healthy agricultural products.Conclusion:There is a contradiction between the cognition and choice of healthy agricultural products among college students,the college students can be properly perceived the benefits of healthy agricultural products for healthy behavior and the severity of disease caused by unhealthy agricultural products.But,due to the impact of actual purchase demand,Choosing the healthy agricultural products is not obvious.