基于消费心理学的食品消费行为倾向

Food Consumption Behavior Tendency Based on Consumer Psychology

食品消费是国民日常生活的重要组成部分,食品消费既关乎经济发展,又关乎社会稳定。食品消费行为具有明显的倾向性特征,主要表现为"羊群效应"下的盲从和跟随行为,这种引导机制既有可能促进食品消费走向合理化,又有可能引导消费行为趋于非理性。有效引导消费者的消费行为,促进消费者理性消费、安全消费和健康消费对构筑健康安全的食品消费市场具有重要作用。在引导策略上,需要从国家监管、媒体监督、行业准入、社会评价和安全教育等多个层面出发,构筑全方位和立体化的引导机制。

Food consumption is an important part of people’s daily life. Food consumption is not only related to economic development, but also related to social stability. Food consumption behavior has obvious tendency characteristics, mainly manifested as blind obedience and following behavior under the "herding effect". This kind of guidance mechanism may not only promote the rationalization of food consumption, but also lead the consumption behavior to become irrational. The effectively guiding consumers’ consumption behavior and promoting consumers’ rational consumption, safe consumption and healthy consumption play an important role in building a safe and monitored food consumption market. In terms of guiding strategies, it is necessary to build a comprehensive and three-dimensional guiding mechanism from multiple levels such as national supervision, media supervision, industry access, social evaluation, and safety education.