消费者畜产品质量属性认知及其对消费的影响——以鸡肉为例

CONSUMERS' PERCEPTIONS OF QUALITY ATTRIBUTES OF LIVESTOCK PRODUCTS AND THEIR INFLUENCE ON CONSUMPTION——A CASE STUDY OF CHICKEN MEAT

关键词:  畜产品质量属性  认知水平  消费行为  Gologit模型

Key words:  quality attributes of livestock products  perception level  consumption behavior  Gologit model

摘要:

目的 文章以鸡肉为例，基于5省份931个微观样本调研数据，研判消费者对畜产品营养和安全两个质量属性的认知状况。方法 通过构建Gologit模型实证分析消费者质量安全认知对消费的影响。结果 分析结果表明，虽然客观上鸡肉作为白肉具有显著的“三低一高”营养健康优势，但消费者主观上对鸡肉营养价值的知晓度和认可度不高，同时对鸡肉质量安全的评价也较低。消费者对鸡肉质量属性的认知显著影响着消费行为，随着消费者对营养属性和安全属性评价等级的提升，低频次和中等频次消费的概率会降低，高频次消费的概率会增加。结论 增强消费者对鸡肉营养和安全属性的信心，将带动提升消费者的鸡肉消费频次。基于分析结果，该文从加强相关科普与宣传、加强对畜禽产品质量安全的监管力度和科技攻关、提升畜禽产业信息化水平等方面提出对策建议。

Abstract:

In this paper, taking chicken meat as an example and base our research on data from 931 micro samples from five provinces, we examined consumers' perception of two quality attributes of livestock products, namely nutrition and safety, and empirically analyzed the impact of consumers' perceptions of quality and safety on consumption behavior through the construction of the Gologit model. The results were indicated as follows. (1) Chicken meat is a type of white meat that had significant nutritional and health advantages of "three lows and one high". But consumers' subjective knowledge and recognition of the nutritional value of chicken meat were not high, and their evaluation of the quality and safety of chicken meat was also low. (2) Consumers' perception of chicken meat's quality attributes significantly influenced consumption behavior. As consumers' evaluation of nutritional attributes and safety attributes increased, the probability of low-frequency and medium-frequency consumption decreased, and the probability of high-frequency consumption increased. Therefore, enhancing consumer confidence in the nutrition and safety of chicken meat will lead to an increase in the frequency of consumers' chicken consumption. Based on the analysis results, this research proposes countermeasures and suggestions for strengthening related science popularization and publicity, enhancing the supervision of livestock and poultry product quality and safety and scientific and technological research, and upgrading the informationization level of the livestock and poultry industry.