社会资本对MSC可持续认证产品购买意愿的影响研究

Study on the impact of social capital on MSC’s willingness to buy sustainable certified products

全球治理面临着海洋生态系统的可持续发展问题。MSC可持续认证的产品能让消费者购买来自可持续来源的海产品。本文依据583名消费者的调查数据,从社会资本包括社会信任、社会规范、社会参与、社会网络的视角下,采用描述性分析、相关性分析以及有序logistic回归模型分析消费者对MSC可持续认证产品的购买意愿,研究影响其消费认知及意愿的因素,并提出相关建议,有利于MSC可持续认证产品在中国的流通与消费,帮助相关企业更好地制定营销战略,推动MSC可持续认证产品在中国市场的发展,促进中国海洋渔业的可持续发展。

Global governance is facing the problem of sustainable development of marine ecosystems.MSC’s sustainable certified products enable consumers to purchase products from sustainable sources.Based on the survey data of 583 consumers,from the perspective of social capital including social trust,social norms,social participation and social network,this paper uses descriptive analysis,correlation analysis and orderly logistic regression model to analyze consumers’ willingness to buy MSC sustainable certified products,studies the factors affecting their consumption cognition and willingness,and puts forward relevant suggestions.It is conducive to the circulation and consumption of MSC sustainable certified products in China,and helps related enterprises to better formulate marketing strategies.It also promotes the development of MSC’s sustainable certified products in the Chinese market and promotes the sustainable development of China’s marine fisheries.