消费者陈述偏好与实际购买行为差异探析——以对生态标识食品的需求为例

通过对消费者调查 ,了解消费者的态度及偏好是商业预测的基础。但是 ,消费者在调查中的陈述偏好与其购买行为未必一致 ,如果忽略这种差异的存在可能会造成企业的决策失误。以生态标识食品为例 ,对消费者陈述偏好和购买行为的差异进行了分类 ,消费者保留价格与市场价格的差距以及信息对称程度在很大程度上决定着其最终购买行为。为企业预测消费者行为提供理论依据。

Understanding the difference between consumers'''' stated preferences and their purchasing behaviors: a case study of eco-labeling food

Understanding consumer's attitudes and preferences through s urvey is the base for commercial forecast. However, consumer's stated preferences may not always reflect his purchasing behavior. Therefore, ignoring the difference between stated preferences and purchasing behaviors may sometimes lead to wrong marketing decision. Eco-labeled food was used as an example to identify and categorize the difference and analyze the main reasons behind it from psychological and economical perspectives in the hope of providing more theoretical foundations for enterprises' prediction of consumer behavior.