基于消费者偏好的水果追溯信息共享策略调查研究

Research on fruits traceability information sharing strategy based on consumer preference

目的调查研究食品企业对广大消费者偏好的食品追溯信息,为我国的食品追溯信息共享体系建设提供策略支持。方法运用问卷调查法、主成分和聚类分析法对消费者对水果供应链各环节的追溯信息偏好情况进行研究,分析消费者在此类信息上的偏好差异。结果广大消费者比较偏好的追溯信息是关乎水果质量的认证标示、检测报告、种植基地水质、包装日期、收获季节以及农药使用等6类最重要关键性信息,而对基础性信息偏好较低。结论企业对消费者共享关注度较高的追溯信息,可以提升其对追溯食品的支付意愿。

Objective To investigate the food traceability information that food enterprises prefer to consumers,and provide strategic support for the construction of food traceability information sharing system in China. Methods Questionnaire, principal component and cluster analysis were used to study the consumers’ tracing information preferences in all aspects of the fruit supply chain, and the consumer’s preference differences in such information were analyzed. Results The traceability information preferred by consumers were the 6 most important key information related to the quality certification mark, test report, planting water quality, packaging date, harvest season and pesticide use, but the basic information preference was low. Conclusion Corporate-to-consumer sharing of more relevant traceability information can increase their willingness to pay for retroactive food.