四川农业大学学报 ›› 2009, Vol. 27 ›› Issue (03): 371-376.

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环保猪肉的消费者行为分析

任大廷, 漆雁斌   

  1. 四川农业大学 经济管理学院, 四川 雅安 625014
  • 收稿日期:2009-07-07 出版日期:2009-09-30 发布日期:2017-02-28
  • 基金资助:
    四川省哲学社会科学"十一五"课题《四川现代生猪产业发展模式研究》

Analysis on Consumers' Behavior of Pollution-free Pork

REN Da-ting, QI Yan-bin   

  1. College of Economics and Management, Sichuan Agricultural University, Yaan 625014, Sichuan, China
  • Received:2009-07-07 Online:2009-09-30 Published:2017-02-28

摘要: 消费者对环保猪肉的消费能否实现买前判定、买时决定、买后安定、吃得镇定、食后肯定,不仅决定环保猪肉的市场前景,而且也直接影响到现代生猪产业的发展。本研究采用拦截样本取样法,并深入剖析了138位被调查者对环保猪肉的消费行为。结果表明:大多数消费者对环保猪肉的认知程度较低,对其安全性还心存疑虑;大多数消费者对环保猪肉有较强的购买愿望,说明消费者对猪肉消费安全非常重视,并愿意为环保猪肉支付更高的价格。研究还表明,信息满意度、消费者收入水平、文化程度、年龄、性别是影响环保猪肉消费者支付意愿的主要因素。最后提出:只有生猪产业链上各个利益主体共同努力,营造一个安全、健康、科学的环保猪肉消费环境,才能促进现代生猪产业的健康发展。

关键词: 环保猪肉, 消费行为, 支付意愿

Abstract: The consumption of pollution-free pork relies on pre-shopping choosing, on-time decision, post-shopping reflection, reassuring consumption and affirmation of the consumption, which not only has a key influence on the marketing prospect of pollution-free pork, but on the development of present swine industry. All samples of this study are adopted by interception, and the research is done on the pollution-free pork consumption behavior of 138 consumers. The results are the followings: a large number consumers have low-level cognition of pollution-free pork, and doubt its security;many have strong desires to consume pollution-free pork even at a higher price;the consumers' information contentment of pollution-free pork, their age, income, education, and gender are the key factors influencing the pollution-free pork consumption expense. The conclusion is: only in the circumstance where all the interest groups in the swine industry work together to create a secure, healthy and rational consumption surrounding, can the swine industry develop healthily.

Key words: pollution-free pork, consumption behavior, willingness of payment

中图分类号: 

  • F326.3