消费者食品安全态度和消费行为变化——苏州市消费者对三鹿奶粉事件反应的问卷调查

通过问卷调查的形式，考察了消费者对2008年三鹿奶粉事件的反应。配对样本t检验结果表明：在三鹿奶粉事件发生一个月后，消费者对国内食品安全问题的担心程度显著高于事件发生前的担心程度；国产奶粉消费水平相比于事件发生前下降了近一半。同时二元选择模型的估计结果表明，不同特征的人群对事件的反应无显著差别；然而城镇消费者相对于农村消费者而言对事件的反应更强烈；对政府颁布的三聚氰胺临时限量标准和奶粉检测报告的信任程度、对偶而进食三聚氰胺奶粉所造成身体危害的担心程度是影响消费者事件发生后奶粉消费决策的重要变量。

Consumer Attitude to Food Safety and Change of Consumption Behavior

This paper examined the consumer＇ s response to SANLU powdered milk event （SM） occurring in the early fall of 2008 through the questionnaire survey distributed throughout Suzhou. The pair sample T-test result indicated that, after a month of SM the consumer＇ s concern degree on the domestic food safety issues is obviously higher than before; Consumption of the domestically produced powdered milk dropped nearly one half. The estimate of Porbit and Logit model showed the response to SM is not remarkably different among people with different characteristic; However compared with consumers living in the countryside, response of consumers living city is more intense; Trust degree toward the government limits standard and the certificate of inspection, and the degree to which the consumer concerns his health if he accidentally eats the powdered milk contaminated by melamine are determinants affecting consumer＇ s decision-making of the powdered milk consumption.