贵阳市消费者对活禽认知情况和购买行为研究

Research on the Cognition and Purchase Behavior of Live Poultry by Consumers in Guiyang City

目的:调查贵阳市消费者对活禽的认知情况,了解消费者购买活禽的意愿和食用活禽的行为情况,为提高消费者对公共卫生安全意识提供参考。方法:采用随机抽样原则,根据自行设计的《贵州省禽类农产品购买情况调查问卷》,通过文献资料法、访谈法、问卷法方式实地调查,利用定量资料的描述性统计分析实证研究结果。结果:消费者对活禽认知集中在新鲜程度和品质优劣两方面,占比分别为79.5%、77.4%、39.5%的消费者认为购买活禽不符合相关法律法规,89.5%的消费者关注经营场所卫生状况,91.0%的消费者担心活禽的食品安全。结论:消费者的活禽认知能力存在偏差,实际购买意愿和行为与政策的落实存在不一致现象,建议相关农贸市场管理部门加强禽类卫生安全知识的宣传,建立禽类产品安全有效保障机制,完善各项政策制度,保障公共卫生安全和人们的身体健康。

Objective:To investigate the cognition of live poultry in Guiyang,to understand their willingness to buy live poultry and to eat live poultry,and to provide reference for improving consumers’awareness of public health and safety.Methods:Using the principle of random sampling,the quantitative data,interview and questionnaire.Results:Consumers’cognition of live poultry focused on freshness and quality,accounting for 79.5%,77.4%and 39.5%of consumers believed that buying live poultry did not conform to relevant laws and regulations,89.5%of consumers were concerned about the health of business places,and 91.0%of consumers were worried about the food safety of live poultry.Conclusion:Consumers’live poultry cognitive ability deviation,actual purchase intention and behavior and the implementation of the policy,suggest the relevant farmers’market management department to strengthen poultry health safety knowledge publicity,establish poultry product safety and effective guarantee mechanism,improve the policy system,ensure public health safety and people’s health.