森林认证标识认知影响因素的实证分析——基于北京市488名消费者的调查

依据2014年8~10月对北京市488名消费者的问卷调查资料,运用二元因变量的Logistic回归模型,对影响消费者对森林认证标识认知的因素进行了实证分析。结果表明:影响消费者对森林认证标识认知的主要因素是职业、对森林状况的了解、信息渠道和通常对于标识的信任度。最后就如何提高消费者对森林认证标识的认知水平和信任程度给出了加大对森林认证及其标识的宣传力度;充分利用多种宣传渠道展开对森林认证及其标识的宣传;增强国人的森林资源危机意识;更多地组织保护森林资源的活动;积极开拓国内森林认证产品市场;加大对森林认证产品的监督管理;消费者应增强自身的环保意识、绿色消费意识和责任意识等建议。

An Empirical Analysis on the Factors Influencing the Cognitive to the Forest Certification Mark---Based on Survey of 488 Consumers in Beijing

Based on the survey of 488 consumers of Beijing from the August to the October in 2014, this paper uses binary dependent variable Logistic regression models to study the factors which influ-ence the cognitive to the forest certification mark. The result shows that customers' profession,the cognition to China's forest conditions,the information channel and the trust for general identification marks are the main factors influencing the consumers' cognition to the forest certification mark. At the end,according to the results, this paper puts forward some suggestions to improve the level of consumer's perception and the degree of trust to the forest certification mark,such as giving more pub-licity of the forest certification and its mark,making full use of various publicity channels to promote the forest certification and its mark,enhancing people's awareness of forest resources crisis,organi-zing more activities to protect forest resources,exploring actively the domestic market of forest certifi-cation products,increasing the supervision and management of forest certification products,and rai-sing the awareness of environmental protection, green consumption consciousness and responsibility consciousness for consumers ourselves.