北京消费者净菜消费的影响因素分析

Analysis of factors affecting consumption of pre-washed vegetables in Beijing

净菜是北京蔬菜供给迭代的必需品类.基于首都地区531位消费者净菜行为问卷调查样本,运用计划行为理论和二元选择模型分析了消费者关于即用净菜和即食净菜消费行为的影响因素,研究发现,由于多数消费者对净菜不了解,对净菜的食品安全和行业规范有很大疑虑,再加上可供消费者选择的品类少,极大影响了净菜消费的积极性.建议相关行业与企业加大对净菜宣传推广力度,完善净菜标准体系、规范净菜加工行业秩序.

Pre-washed vegetables mark the start of a new generation in upgrading vegetables supply in Beijing.351 samples regarding to the consumption of pre-washed vegetables in Beijing were collected,the theory of planned behavior and the binary logit model were used to analysis the data in this research.The results indicated that the limited popularity of consuming pre-washed vegetables mainly due to two factors.The first one was lacking of understanding of pre-washed vegetables and related food security and the regulations.The second factor was the varieties of pre-washed vegetables on the market were limited.Accordingly,it is suggested that relevant industries and enterprises should intensify the propaganda and promotion of pre-washed vegetables,improve the standard system of pure vegetables and standardize the order of the processing industries.