获取披露信息能提高食品信任水平吗——基于湖南省长沙市生鲜品信息公示的调查数据

缩小主体间信息差距是提高食品市场信任水平的重要途径。为了研究食品安全信息披露环境中,消费者获取信息对食品信任的影响,本文通过问卷调查长沙市1050位消费者,搜集消费行为和个人特征的数据,并使用内生处理效应模型和倾向得分匹配方法进行实证分析,结果发现:虽然样本中只有17%的消费者主动搜寻公示信息,但是获取披露信息能够缓解不对称程度并提高满意度,进而显著正向影响信任程度;同时,获取披露信息在女性组中有显著正向影响,而在年龄组间的影响为倒U型;另外,信息获取行为的选择受到食品安全、干净卫生和对新鲜程度关注度的显著影响。结果说明,在信息披露后,帮助和引导消费者主动获取信息,能够更好地提升食品市场的信任水平。

Can Disclosed Information Acquisition Improve Food Trust?——Based on survey data of fresh food in Changsha City

Narrowing the information gap is an important way to improve the level of trust in the food market.In order to study the effect of consumer information acquisition behavior on food trust after food safety information disclosure,this paper conducted a questionnaire survey among 1,050 consumers in an information disclosure environment to collect data on consumer behavior and personal characteristics,and used Endogenous Treatment Effects Model and Propensity Score Matching Method for empirical analysis.It is found that:although only 17%of consumers actively searched for disclosed information,consumers’access to disclosed information had a significant positive effect on their food trust.Meanwhile,there are group differences in the sample.The behavior of searching information disclosure has a significant impact on food trust for the female group,the elderly family group and the age group over 31 years old.In addition,the satisfaction degree of food safety and clean hygiene has a positive impact on trust.Information acquisition behavior is significantly affected by consumers’concerns about food safety,cleanness,hygiene and freshness.The result shows that,in order to better improve the level of trust in the food market,it would be helpful to guide consumers to acquire information after information disclosure.