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    农村食品安全消费态度与行为差异分析

    摘要

    现阶段,我国食品安全状况不容乐观,食品安全事件频繁发生。食品安全问题的产生不仅有食品生产商、供应者、政府相关部门的原因,食品消费者也起到重要作用,其对食品安全消费的态度和行为显著影响食品企业和政府部门的行为选择。现有研究大多针对消费意愿和行为的影响因素进行分析,往往忽视消费态度、意愿和行为之间的客观差异。本文基于我国20个省份500个自然村的实证调研数据,在引入空间地理分析概念的基础上,采用空间相关性检验的全Moran’I指数与局部Moran’I自相关指数,对我国农村居民的食品安全消费态度、意愿和行为之间的差异状况以及影响因素进行研究。结果显示,现阶段,我国农村居民普遍持有较明确的食品安全消费态度。同时,食品安全消费态度与食品安全消费意愿、行为之间存在一定程度的差异。造成这种差异的主要因素包括主观规范的作用、感知行为控制的影响、农村消费者的固有消费习惯、食品安全消费基础设施建设不完善、政府监管认证力度不足以及相关政策缺失等。最后,本文提出有针对性的对策建议,具体包括:加强安全食品报道和宣传;加大科学技术投入力度;健全农村食品安全流通市场体系;加强食品检验检测。

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    Abstract

    At this stage,China’s food security situation is not optimistic and food safety incidents occur frequently. Food safety issue is a multifaceted,multi-level,multi-field and multi-link global issue. Consumers play an important role in food produce and governance processes of food safety issue. Reality shows that there are some differences in food safety consumer’s attitudes and behaviors. Most of the existing research to analyze the factors that affect food safety consumer’s attitudes and behaviors and ignore this phenomenon.This paper makes empirical analysis on data of rural consumers’ attitudes,desires and behaviors to food safety of 500 natural villages in 20 provinces of China by introducing the concept of spatial geographic analysis and using the global Moran’I index and local Moran’I autocorrelation index. The results show:At the present stage,Chinese rural residents generally hold higher levels of food safety consumer attitudes;At the same time,In rural areas of the central realities of empirical validation available,there are differences between rural food security consumer attitudes,consumer willingness and consumer behavior.A high level of consumer attitudes to food safety is not an absolute form a high level of food safety consumer will thus not be able to form a high level of food safety consumer behavior;The main factors causing differences between food security consumer attitudes and consumer behavior include:subjective normative role,perceived behavioral control,rural consumers inherent spending habits,safe food consumption infrastructure,government regulatory certification efforts,related policies and systems.Finally,this paper puts forward relevant suggestions for the safety of rural residents’ food consumption attitudes and behavior differences reality phenomenon.Mainly include:Strengthening food security coverage and publicity;Increasing scientific technology investment;Improving food security in rural market circulation system;Strengthening food inspection and other.

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    作者简介
    王建华:王建华(1979~ ),男,河南汝南人,管理学博士,江南大学商学院副教授、硕士生导师,研究方向为食品安全管理与农业经济。
    王思瑶:王思瑶(1991~ ),女,江苏徐州人,江南大学商学院硕士研究生,研究方向为食品安全管理与农业经济。
    徐玲玲:徐玲玲(1981~ ),女,江苏扬州人,博士,江南大学商学院副教授、硕士生导师,江苏省食品安全研究基地讲师,研究方向为食品安全管理。
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