安全认证与可追溯食品消费行为研究

发布时间：2018-01-03 13:24

本文关键词：安全认证与可追溯食品消费行为研究　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的不断发展,人民生活水平有了很大提高,食品质量安全备受关注。近年来,中国食品质量安全形势不容乐观,食品质量安全事件时有发生。面对系列的食品安全问题,安全认证食品、可追溯食品、安全认证与可追溯食品表现出独特的优势,提升了消费者对食品安全的信心。消费者的行为特征及购买意愿是决定安全认证与可追溯食品行业能否健康、快速发展的重要因素。因此,研究安全认证与可追溯食品消费行为,对于促进我国安全认证与可追溯食品行业及体系的发展具有重大意义。本文先是对国内外有关食品安全、可追溯食品以及消费者行为方面的文献进行了回顾,界定了食品安全以及可追溯食品等相关概念。从消费者与消费者行为、消费者行为的新制度经济学解释、消费者购买决策过程和消费者行为影响因素理论几个方面阐述了本文研究的理论基础,同时建立了消费者对安全认证与可追溯畜产品购买意愿实证分析框架。接着通过问卷调查的方式收集了青岛市部分消费者的数据,运用SPSS软件进行描述性统计分析和多元回归分析,详细阐述了安全认证与可追溯食品消费行为及其影响因素。研究结果表明：食品安全已经得到消费者的重视,而且他们已经开始有了主动选择认证或可追溯食品的倾向；消费者愿意选择具有双重保障的安全认证与可追溯食品,并且为其支付更高价格。计量经济模型回归结果显示,消费者对认证与可追溯体系的认知及态度、年龄、受教育程度、家庭规模、消费者食品安全风险认知因素等变量显著影响消费者安全认证与可追溯畜产品购买意愿。最后,本文还对我国安全认证与可追溯食品发展提出了相应的政策建议：可以通过政府相关平台、大众媒体等途径提升消费者对食品安全认证与可追溯体系的认知,促进食品安全认证与可追溯体系的耦合发展；在销售安全认证、可追溯食品或安全认证与可追溯食品时可以根据目标群体的不同特征,有区别有计划地进行市场营销及产品投放,从而实现安全认证与可追溯食品的逐步推广；重视食品品牌与食品安全认证、食品可追溯性的相互关系,努力让食品安全认证、食品可追溯性成为食品品牌的重要支撑,从而引起消费者对安全认证与可追溯食品的关注；加强食品安全认证与可追溯体系对食品安全事件的控制与宣传作用,从而提高消费者的风险感知，提升食品安全特征的关注度，增强他们对安全认证与可追溯食品的购买意愿，，以促进安全认证勹可追溯体系健康持续发展。
[Abstract]:With the continuous development of economy, people's living standards have been greatly improved, food quality and safety concern. In recent years, China food quality and safety situation is not optimistic about the quality of food safety incidents have occurred. In the face of food safety series, food safety certification, food traceability, safety certification and traceability of food showed a unique the advantages, enhance consumer confidence in food safety. The characteristics of consumer behavior and purchase intention is to determine the safety certification and traceability of food industry healthy and rapid development of important factors. Therefore, the research of security authentication and traceability of food consumption behavior, is of great significance for promoting the development of China's security certification and traceability of food industry and system.
This is the first at home and abroad on food safety, food traceability and consumer behavior literature review, the definition of food safety and food traceability and other related concepts. From the consumer and consumer behavior, New Institutional Economics Interpretation of consumer behavior, consumer purchase decision-making process and the influencing factors of consumer behavior theory elaboration the theoretical basis of this research, and establish the consumer safety certification and traceability of livestock product purchase intention an empirical analysis framework. Then through the questionnaire on the part of consumers in Qingdao city data, descriptive statistical analysis and multiple regression analysis using SPSS software, detailed safety certification and traceability of food and consumer behavior the influence factors.
The results show that: the food safety has been the attention of consumers, and they have begun to have an active selection of certification or traceability of food safety certification; consumers are willing to choose with double protection and food traceability, and pay higher prices for its econometric models. The regression results show that consumers of authentication and cognition the traceability system and attitudes, age, educational level, family size, variable consumer food safety risk perception factors significantly influence consumer safety certification and traceability of livestock product purchase intention. Finally, the safety certification in China and traceability food development put forward the corresponding policy recommendations: through the relevant government platform. The mass media and other ways to enhance consumer awareness of food safety certification and traceability system, improve food safety certification and traceability system coupling In the sales development; safety certification, traceability of food or food safety certification and traceability can according to the different characteristics of the target population, there is difference between planned marketing and product delivery, in order to achieve the safety certification and traceability of food gradually extended; attention to food brands and food safety certification, the relationship between food traceability, make food safety certification, food traceability has become an important support for food brands, causing consumers to secure authentication and traceability of food; control and advocacy role to strengthen food safety certification and traceability system of food safety incidents, so as to improve the risk perception of consumers, improve food safety features attention, enhance their safety certification and traceability of food purchase intention, in order to promote the sustainable development of safety certification used traceability system of health.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F203

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