青岛市居民绿色食品消费行为研究

发布时间：2018-03-29 12:51

本文选题：青岛市　切入点：消费行为　出处：《中国海洋大学》2015年硕士论文

【摘要】：我国经济的腾飞发展不断地提高国民人均收入水平,人们的物质生活中可消费的产品类别自然也不断地丰富。但是人类在享受高度物质文明的同时,无节制的消费也给我们的生态环境带来巨大的灾难,资源加速枯竭、土壤污染、水质污染、雾霾等环境问题使人类的生存和发展受到严重的威胁。大部分这些问题的产生归结于人类的不良消费习惯,在消费时不考虑产品对资源的浪费,对环境的污染。绿色消费作为一种科学的消费方式出现,它提倡人们要进行健康、节约、环保的消费行为。大力推进绿色消费,是资源节约、环境保护、摆脱生态危机、实现可持续发展的必然选择。人类的生存离不开食品,绿色食品消费就是人类最为基础的一种绿色消费行为。绿色食品是对安全、优质,具有环保性和高营养性的一类农副产品的总称。它不单对人体安全健康,而且有利于节约资源、生态环境保护。本文以青岛市消费者为研究对象做实证分析,探索影响其绿色消费行为的主要因素。在消费行为理论、可持续发展理论和国内外相关文献阅读的基础上,除了消费者的性别、年龄、婚姻状况、教育背景、月均收入和身体健康状况等基本因素外,本文将环保意识这个自变量加入到影响因素中。通过实地的问卷调查发现,青岛市居民对食品质量安全问题较为关切,同时十分关注绿色食品相关信息,但是然而青岛市居民对绿色食品缺乏深入性的了解,不太了解绿色食品的环保功能。对影响因素量化回归分析后发现：消费者的婚姻状况影响消费者绿色食品购买行为,这可能是已婚人士比较注重生活质量的原因；食品安全事件遭遇次数对消费者绿色食品购买行为也有一定影响,遭遇次数越多的消费者越倾向购买绿色食品而不是其他食品。另外,绿色食品了解度在众多影响因素中显著性也较强,此类消费者既考虑自身健康问题,又有环保意愿,所以更愿意购买绿色食品。因此,对于政府而言,为了国民身体健康和环境保护；对于企业而言,为了提高经济效益,必须要采取措施推动绿色食品消费快速发展。首先,政府和企业都应该利用各种媒介途径,加强绿色食品宣传,改变人们的陈旧消费观念,使绿色食品的优点深入人心；其次,我国政府要加快完善绿色食品法律体系建设,做到有法可依；同时加强绿色消费市场监管力度,做到执法必严、违法必究；再次,政府应该在直接资金投入、信贷、税收等相关经济政策上扶持绿色食品生产企业发展,大力培育相关人才储备,加速经济发展,提高人均收入,保障绿色食品消费的快速发展；最后,企业应该加强研发能力与经营管理水平,生产出更多品类的绿色食品,并通过合理的定价策略和营销策略,使绿色食品消费市场不断扩大,实现经济效益。
[Abstract]:With the rapid development of economy in China, the level of per capita income of the people has been continuously raised, and the categories of products that can be consumed in people's material life are naturally enriched, but human beings enjoy a high degree of material civilization at the same time. Unrestrained consumption has also brought huge disasters to our ecological environment, accelerated depletion of resources, soil pollution, and water pollution. Environmental problems, such as haze, pose a serious threat to the survival and development of human beings. Most of these problems are attributed to the bad habits of human consumption and do not take into account the waste of resources caused by products. Pollution to the environment. Green consumption as a scientific consumption mode, it advocates people to carry out healthy, economical, environmental protection consumption behavior. Vigorously promote green consumption, is the conservation of resources, environmental protection, escape from ecological crisis, The inevitable choice to realize sustainable development. Human beings can not survive without food, green food consumption is the most basic green consumption behavior of human beings. Green food is safe, high quality, A general term for a class of agricultural and sideline products with environmental protection and high nutrition. It is not only beneficial to human safety and health, but also conducive to saving resources and protecting the ecological environment. On the basis of consumer behavior theory, sustainable development theory and domestic and foreign related literature reading, in addition to consumer gender, age, marital status, educational background, In addition to the basic factors such as average monthly income and health status, this paper adds environmental awareness as an independent variable to the influencing factors. Through a questionnaire survey on the ground, it is found that residents in Qingdao are more concerned about food quality and safety. At the same time, they are very concerned about the information about green food. However, the residents of Qingdao do not have a deep understanding of green food. The quantitative regression analysis shows that: the marital status of consumers affects consumers' green food purchase behavior, which may be the reason that married people pay more attention to the quality of life; The number of food safety incidents also has a certain impact on the consumer's purchase behavior of green food. The more frequent the encounter, the more consumers tend to buy green food rather than other foods. In addition, The degree of understanding of green food is also significant among many influencing factors. Such consumers are more willing to buy green food because of their own health problems and their desire to protect the environment. Therefore, for the government, For the sake of national health and environmental protection; for enterprises, in order to increase economic efficiency, we must take measures to promote the rapid development of green food consumption. First, governments and enterprises should make use of various media channels. Strengthen the green food propaganda, change people's old consumption idea, make the advantage of green food go deep into people's heart; secondly, our government should speed up the construction of the green food law system, so as to have the law to follow; At the same time, we should strengthen the supervision of the green consumer market, enforce the law strictly, and prosecute violations of the law. Thirdly, the government should support the development of green food production enterprises in related economic policies such as direct capital investment, credit, taxation, etc. Efforts should be made to foster the reserve of relevant talents, accelerate economic development, increase per capita income, and ensure the rapid development of green food consumption. Finally, enterprises should strengthen their R & D capabilities and management level to produce more categories of green food. Through reasonable pricing strategy and marketing strategy, the green food consumption market is expanded and economic benefit is realized.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F426.82

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