消费者有机农产品信任度决定因素分析—

摘要食品安全事故频发使得有机农产品日益受到消费者关注。笔者通过对沈阳市大型商业超市消费者抽样调查数据的实证分析,采用单一指标和合成指标,得到消费者对有机农产品的信任程度,并分析决定消费信任度的因素。结果表明,消费者对有机农产品信任度普遍较低;制度、环境、购买渠道及企业和品牌声誉等是影响有机农产品消费信任度的重要因素。此外,能够接受高价产品和重视健康的消费者及已婚和月收入较高的消费者,其有机农产品消费信任度更高。

	Service

	把本文推荐给朋友
	加入我的书架
	加入引用管理器
	Email Alert
	RSS
	作者相关文章
	杨肖丽
	孙亚男
	张萍

关键词：信任度消费者有机农产品决定因素

Abstract： In recent years, food safety incidents happened frequently in China, raising consumers’ attention to organic foods. Through empirical analysis on data collected from a sample survey on consumers of large supermarkets in Shenyang, this paper uses a single indicator and a composite indicator to obtain the degree of consumer trust in organic foods and analyses the factors influencing consumer trust. The results show that current consumer trust in organic foods is not high and the key factors influencing the consumer trust in organic foods include systems, circumstances, purchase funnels and reputation of enterprises and brands. Furthermore, customers who can accept higher price and pay attention to health and who get married or well-paid are more likely to trust organic foods.

Keywords： Trust Degree Consumer Organic Agricultural Products Determinant Factors

收稿日期 2016-12-30; 接受日期 2016-12-30;

基金资助:国家自然科学基金项目(71273177);中国博士后科学基金项目(2012M520647);中国博士后科学基金特别资助项目(2013T60300)

作者简介: 杨肖丽(1974- ),女,山东莱州人,博士,教授,硕士生导师,主要从事农产品营销、劳动力转移研究;孙亚男(1988-),女,辽宁大连人,硕士研究生,主要从事农产品营销、劳动力转移研究;张萍(1972-),女,辽宁沈阳人,博士,副教授,主要从事农产品营销、品牌管理研究。

引用本文:

杨肖丽,孙亚男,张萍.消费者有机农产品信任度决定因素分析——基于沈阳市的调查[J]. 经济经纬, 2016,6: 36-41

YANG Xiao-li, SUN Ya-nan, ZHANG Ping.Analysis on Determinant Factors of Consumer Trust in Organic Agricultural Products —— Based on a Consumer Survey in Shenyang[J] Economic Survey, 2016,V33(6): 36-41

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2016/V33/I6/36