消费者对安全农产品购买意愿的实证研究——依据江西省猪肉消费者问卷调查

通过对江西省275位消费者进行问卷调查,运用二元Logistic回归方法,以猪肉为例,研究消费者对安全农产品的购买意愿.结果表明：消费者对安全猪肉的认知只停留在“听说过”的感性认识层面,对安全猪肉的安全性程度、严格的认证检测程序认知较少;消费者的月收入水平、安全猪肉的认知度、产品品牌和价格、家人的健康状况、安全猪肉的信任度、产品品质、安全认证标志、对猪肉安全的评价、性别、婚姻、受教育程度、购买场所对消费者购买意愿有影响;消费者年龄和家里是否有18岁以下未成年、是否有60岁以上老人,以及消费者安全信息关注度对购买意愿没有显著影响.

An Empirical Study of Consumers＇ Intention for Safe Agricultural Products Purchasing——Based on an Investigation into Pork Consumption in Jiangxi Province

To have a knowledge of consumers＇ intention of safe agricultural products purchasing, a questionnaire survey was made, with pork as example, using the Binary Logistic Regression method. The result shows that consumers＇ perception of pork security only stays at the ＂heard＂ level and they have little knowledge of how much agricultural products are safe to human health and how strict the certification test procedures are; consumers-related factors, such as their monthly income, their awareness of safety, the brand and price of agricultural products they buy, the state of their family members＇ health, how much they believe that the safe pork is safe, the quality of agricultural products, the marks of safety certification, their evaluation of pork safety, their gender, marriage and education, and where they buy agricultural products as well, all have an effect on consumers＇ purchase intention; factors, such as age, whether they have minors under age 18, whether they have aged family members over 60 years old, how much they pay attention to food safety and so on, do not have significant affects on their purchase intention.