可追溯食品市场前景——基于消费者认知及购买意愿的实证分析

可追溯食品的市场前景与消费者的认知、购买意愿密切相关。以哈尔滨市消费者问卷为依据，探讨了可追溯食品的消费者购买意愿及其影响因素的实际影响。结果显示，可追溯食品消费市场前景不明朗，多数消费者对可追溯食品缺乏基本认知与了解；受教育程度、收入水平、家庭人口数量、购物地点等个体因素是影响消费者购买可追溯食品意愿的首要因素，而受教育程度强化了消费者对可追溯食品的认同与相关评价，价格因素仍是制约其市场前景的基本因素。在此基础上，提出了相关对策。

Market Prospect of Traceability Food- Based on Empirical Analysis on Cognition and Purchase Intention of Consumers

The market prospect of traceability food would be closely related to the cognition and purchase intention of consumers. Based on the survey data of 321 consumers from Harbin City, this paper studied the influencing factors of consumers and the factual influence to traceability food. The results were as follows：The consumption market prospect of traceability food would be not clear, the majority of consumers were lack of basic cog- nition and understand to traceability food, some factors of individual characteristics including the education level, income level, population number of family, shopping place were the basic factors for consumers to purchase traceability food, and the education level strengthened the identity and evaluation of consumers to traceability food, the factor of price was still the fundamental factor to determine market prospect of traceability food, this paper put forward corresponding suggestions based on above analysis.