信息交流、认证知识与消费者安全食品信任评价

食品安全认证制度已成为世界各国提升食品安全水平的重要政策工具.基于山东省济南等城市的实地调查,研究了消费者对无公害食品、绿色食品及有机食品等安全食品的信任评价,并运用结构方程模型考察了主要影响因素.研究发现,个体特征、认证知识和信息交流对消费者信任影响显著,且信任对购买意愿的积极影响得以验证,但食品安全意识对消费者信任的影响并不显著.促进信息交流,提高消费者认证知识,可有效提升消费者信任.

Information Communication,Certification Knowledge and the Evaluation on Consumer's Trust in Food Safety

Food safety certification system has become an important policy tool to enhance food safety levels in various countries. Based on the field survey of Jinan and other cities in Shandong province, the paper studied consumerg trust evaluation on the pollution-free food, green food and organic food, and made use of the Structural Equation Model to investigate the main influencing factors. The results indicated that individual characteristics, certification knowledge and information communication have a significant effect on consumers＇ trust, and the influence of consumers＂ trust in their willingness to pay was verified, butthe effect of awareness in food safety is not significant. Promoting information communication and improving consumers＂ certification knowledge, can effectively elevate their trust.