农村食品安全消费态度、意愿与行为的差异研究

现阶段,我国食品安全状况不容乐观。通过梳理频繁发生的食品安全事件,可以发现食品安全问题的产生不仅仅是食品生产商、供应商或政府相关部门等方面的原因,食品消费者对于食品安全问题的产生和治理同样起到重要作用,其差异化的食品安全消费态度和行为也显著影响食品企业和政府部门的行为选择。现有研究大多针对消费者食品安全消费意愿和行为的影响因素及其相关方面进行分析,往往忽视了消费者食品安全消费态度、意愿和行为之间的客观差异现象。本文基于我国20个省份500个自然村实证调研数据,在引入空间地理分析概念的基础上,采用空间相关性检验的全局Moran’I指数分析农村食品安全消费、意愿和行为的大致集聚分布状况;再进一步利用局部Moran’I自相关指数分析判断相关具体集聚区域;最后通过消费态度、意愿、行为集聚区域的不一致性验证区域农村食品安全消费态度与行为差异的现实存在,对我国农村居民食品安全消费态度、意愿和行为之间的具体差异状况以及影响因素进行研究。结果显示:1现阶段,我国农村居民普遍持有较高程度的食品安全消费态度;2食品安全消费态度与食品安全消费意愿、行为之间存在一定程度上的差异;3造成这种差异的主要影响因素包括:主观规范作用、感知行为控制影响、农村消费者固有消费习惯障碍、安全食品消费基础设施建设不完善、政府监管认证力度不足以及相关政策制度缺失等。最后,文章提出针对性对策建议,具体包括:加强安全食品报道和宣传;加大科技技术投入力度;健全农村食品安全流通市场体系;加强食品检验检测等。

Study on the differences of consumer attitudes,intentions and behaviors of rural food safety

At this stage, China's food security situation is not optimistic, through summerizing the frequent occurrence of food safety incidents, it is found that the food safety problem is not only attributed to food producers, suppliers, or other relevant government departments.Besides, food consumers also play an important role in the formation and control of food safety, and the difference in consumers' food safety attitudes and behaviors has a significant influence on the behavior choice of food firms and government departments.Most of the existing research analyzes the factors that affect consumesr' food safety attitudes and behaviors and ignore this phenomenon.In this paper, based on the empirical survey data of 500 villages in 20 procinces in China, and the introduction of spatial analysis, the global Moran's Index tested by the spatial correlation was used to analyze the general agglomeration distribution of rural food safty consumption,Willingness and behavior. Then authors further used the local Moran's autocorrelation index to analyze and judge relevant agglomeration area. Finally, inconsistency in agglomeration of consumers' attitude, willingness, and behavior verified the existence of difference in rural consumers' food safety consuming attitude and behavior. The research on the difference status and its influential factors showed that: first, currently, China's rural consumers had a comparatively high level food safety consuming attitude; second, difference exists in consuming attitude, willingness, and behavior; third, the main influential factors resulting in the difference include subjective normative role, perceived behavioral control, rural consumers' inherent consuming habits, backward food safety consumption infrastructure, insufficient government regulatory certification efforts, and shortage of related policies and systems on food safety. In the end, the paper put forward suggestions such as reinforcing reports and publicity of food safety, developing more scientific technologies, improving rural food safety circulation system, and strengthening food inspection, etc.