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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。
The frequent occurrence of food safety accidents has made organic agricultural products more and more concerned by consumers. Based on the empirical analysis of consumer sample survey data of large commercial supermarkets in Shenyang, the author uses single indicators and synthetic indicators to get consumers’ confidence in organic agricultural products and analyzes the factors that determine consumer trust. The results show that consumer trust in organic agricultural products is generally low. Institutions, environments, purchasing channels and corporate and brand reputation are all important factors affecting consumer trust in organic agricultural products. In addition, consumers who are able to accept high-priced products and health-conscious consumers and those who are married and have higher monthly income are more likely to trust organic farm products with greater consumer confidence.