“三品”认证标签可追溯性的消费者信任及对食品购买行为的影响——以猪肉产品为例

摘要

Based on 495 consumer questionnaires field surveyed in the 6 cities of Beijing,pork product was taken as an example,and binary Logit model was used to study the effect of consumers' trnst on traceable pork with certification label and its impact on their behavior.The results indicated that consumers' awareness of quality certification label was high,more than half of those have bought pork with certification label;certified traceability trust,average family income,traceability system cognition,rest assured meat engineering cognition,members of pork purchasing,age of purchase members,and proportion of pork consumption had significantly effect on consumers' behavior.Finally,suggestions were put forward from the perspective of enterprise and govemment to improve confidence and purchase intentions of consumers.%基于北京市6个城区实地调查的495份消费者问卷数据,选用二元Logit模型实证分析了影响消费者“三品”认证猪肉购买行为的因素.研究发现:有超过一半的人购买过带“三品”认证标签的猪肉;认证可追溯性信任、家庭人均月收入、可追溯体系认知、放心肉工程认知、猪肉购买成员、年龄和猪肉消费比重显著影响消费者“三品”认证猪肉购买行为的显著因素.从企业、政府角度提出了提高消费者信心和购买意愿的对策建议.