消费者对安全食品的认知和购买行为倾向研究——基于北京市的调查数据

摘要

对调研数据的统计分析,发现安全食品还没有得到消费者更清晰的认知.影响消费者对安全食品购买意愿的因素有:价格、消费者的收入和教育水平、消费者的认知与评价、社会人际评价、公共服务机构的信息的可信度等.政府应加强对安全食品的监管,提供充分、真实、可靠的信息,增强市场信心；各种媒体应强化对安全食品的宣传,提高市场认知度；企业应大力维护产品信誉,积极营销,促成购买安全食品的偏好.%The survey indicated that consumers had not gain a clear awareness of safe food. The key factors that influenced on consumers' purchase intention of safety food included: price, income, education levels, recognition and evaluation of consumer, social interpersonal evaluation, as well as the credibility of information provided by public service institutions. The government should strengthen food safety supervision and provide complete, factual and reliable information to optimize the market insight. Enterprises should maintain good product images, promote their products, and make continued efforts to contribute to safe food preferences.