首页> 中文期刊>中国食物与营养 >基于食品安全风险认知的农村消费者细分及风险交流策略——以山西吕梁农村儿童家长为例

基于食品安全风险认知的农村消费者细分及风险交流策略——以山西吕梁农村儿童家长为例

     

摘要

基于我国农村地区食品安全总体形势严峻的现实,了解儿童家长对食品安全风险认知的情况,有助于进行针对性的风险交流.选择山西省吕梁某农村地区909名3 ~ 12岁儿童家长为研究对象开展问卷调查,同时使用因子分析和聚类分析,对家长的认知进行了分类和特征分析.依据被调查家长对食品安全风险认知情况,可将家长分为自我型(占28.9%)、外向型(占16.4%)和敏感型(占54.7%)三类,其中敏感型家长人数最多.三类家长在受教育程度方面存在统计学差异,自我型家长具有小学及以下文化水平的比例最高,外向型家长中具有初中文化水平的家长比例在三类中最多,敏感型家长拥有最高比例的高中及以上文化程度.提高农村地区学龄儿童家长的零食安全认知势在必行,建议将家长先分类再开展针对性教育以提高风险交流效果.%Based on the serious situation of food safety in rural areas of China,it is necessary to investigate the risk cognition of parents of children in rural areas and further launch effective risk communication.The food safety risk cognitions of 909 parents of 3 to 12 yearold-children in the rural area of Shanxi province were investigated by questionnaire.The results were analyzed by both descriptive statistics and factor analysis and cluster analysis.Parents were divided into different groups with different safety cognition.According to the food safety risk cognition of parents,they were divided into three types including self type (28.9%),export-oriented type (16.4%) and sensitive type (54.7%).The sensitive type parents owned the largest proportion of 54.7%.Three types of parents were found significant difference at their education background.Self-type parents had the highest proportion of primary school and the following cultural level,export-oriented type parents had the highest proportion of junior middle school education,sensitive parents had the highest proportion of high school and above the level of education.It was critical to improve safety cognition of parents in rural area.The classification of parents according to their characteristics could promote a better risk communication effect through their well-directed way.

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