城乡消费者农产品质量安全感知及消费意愿差异研究——基于山东省的调查被引量：6

Research on Differences between Urban and Rural Consumers in Cognition of Quality and Safety of Agricultural Products and Consuming Intention——Based on Survey in Shandong Province

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摘要农产品消费在城乡消费二元结构中具有主导地位,研究城乡两端的农产品消费差异,对解决城乡农产品消费二元结构具有重要意义。利用对山东省415个消费者的调研数据,采用交叉统计描述和最优尺度回归模型,对城乡消费者的农产品质量安全认知和安全农产品消费意愿进行了实证分析。结果表明,人口统计特征对城乡两个层面消费者农产品质量安全认知的影响具有显著性差异,对城市消费者的影响明显高于村镇;城市消费者的安全农产品消费意愿与对"三品一标"的认知、受教育程度和收入水平密切相关,村镇消费者则在对农产品质量安全的评价和受教育程度方面呈现显著性。降低城乡农产品消费差异应该从不断完善公平性、突出的政府引导机制、建立具有针对性的引导和推广方式、加强城乡农产品消费领域差异的研究等方面入手。 The consumption of agricultural products plays a dominant position in the dual structure of urban and rural consumption. The research on the consumption differences of agricultural products between urban and rural districts has great significance to solve the dual structure of urban and rural agricultural products consumption. Using the survey data from 415 consumers in Shandong Province,based on cross statistical description and CATREG,we conducted the empirical analysis on the urban and rural consumers＇ cognition of the quality and safety of agricultural products and their willingness to consume the safe agricultural products. The results showed that,the influences of demographic characteristics on the urban and rural consumers＇ cognitionof the quality and safety of agricultural products were significantly different. The impact on the urban consumers was obviously higher than that in villages and towns. The willingness to consume the safe agricultural products of urban consumers was closely related to their cognition of ＇Pollution-free Agricultural Products,Green Food,Organic Agricultural Products and Products of Geographical Indications＇,and the level of their education and income. For rural consumers,the evaluation on the quality and safety of agricultural products showed significant correlation to their level of education. To reduce the agricultural product consumption differences between urban and rural areas,we should constantly improve the fairness of government leading mechanisms,establish a targeted guidance and promotion way and strengthen the study of agricultural product consumption differences between urban and rural areas,and other aspects.

作者王承国赵新斌杨建辉刘伟玲刘峰

机构地区中国农业大学烟台研究院中国民航科学技术研究院航空安全研究所浙江财经大学中国政府管制研究院

出处《山东农业科学》 2017年第9期167-172,共6页 Shandong Agricultural Sciences

基金烟台市社会科学规划研究项目(ytsk2016-Z-33) 中国农业大学烟台研究院URP项目(U2016044) 中国农业大学烟台研究院校内科研基金项目(YT201611)

关键词农产品城乡消费者最优尺度回归差异 Agricultural products Urban and rural consumers Optimal scale regression Differences

分类号 F713.55 [经济管理—市场营销]