信任对城市居民有机食品消费行为的影响机理分析

[目的]揭示不同信任水平消费者在有机食品消费行为上的差异及其内在逻辑,从而为有效破解有机食品市场提供新的思路。[方法]文章以价值感知和食品安全意识为中介调节变量,构建信任影响消费行为的分析框架,并基于全国1 113位城市居民的微观调查数据,采用Ologit模型进行实证检验。[结果]信任水平正向影响居民有机食品消费行为和价值感知,价值感知在信任对消费行为的影响中发挥中介效应;同时,居民食品安全意识在信任与价值感知之间起调节作用,从而价值感知对信任与消费行为之间关系的中介效应也会受到食品安全意识的调节,即产生了被调节的中介效应。[结论]信任是决定消费者有机食品消费行为的重要因素,信任缺失会限制消费者的购买行为。利用有效的信号揭示和传递机制能缓解市场信息不对称,增进消费者信任,从而促进有机食品消费市场发展。与消费者信任相比,价值感知是影响消费者购买行为的更为直接的因素,不同消费者信任水平导致的购买行为的差异,在一定程度上是通过影响消费者价值感知实现的。因此,提供差别化的产品与服务、加强消费者的良性社交互动,普及和传播食品安全知识,有效提升消费者的价值感知水平和食品安全意识,都有利于有机食品市场培育。     

Domestically produced food: Consumer perceptions of origin, safety and the issue of trust

It is becoming increasingly difficult for the public to attempt to assess risks using traditional methods such as smell, taste or other physical attributes of food. The existence of extrinsic cues such as the country of origin (COO) of food can help to make food purchase decisions easier for consumers. However, the use of extrinsic cues depends heavily on the extent to which consumers trust such signals to be indicative of quality or safety, which in turn depends on the credibility behind that cue. This paper aims to examine consumers association of domestically produced food with increased food safety standards and the association of COO and food safety information with socio-demographics and other aspects of consumer psychology such as attitudes, risk perception and trust. Using an ordered probit model, domestic production is examined as an extrinsic cue for food safety by looking at the relationship with trust in food safety information provided by national food standards agencies (NFSAs) and other socio-demographic characteristics, based on nationally representative data from 2725 face-to-face interviews across five European countries. Results suggest that domestic production of food is an extrinsic cue for food safety and as consumers place increasing importance on food safety they are more interested in food produced in their own country. This, coupled with consumer trust in a strong, and independent national food standards agency, suggests the potential exists for the increased consumption of domestically produced foods.     

Advertising Functional Foods: The Effects of Physical Body Size and Appeal Type on Ad Credibility and Purchase Intentions

When advertising functional foods, whether these are in solid or liquid form, marketers can choose different appeal types in combination with different endorser characteristics. In this research study, the authors examine how the credibility of such an ad and purchase intentions for the advertised product are influenced by the physical body size of the endorser and the appeal type used. Based on a 2 × 2 full factorial design, they find that in an ad for an energy drink, endorser body size has an effect on both of these dependent variables, while no differences are found between a functional and an emotional appeal.     

体育彩票消费者行为模式的研究综述

体育彩票是体育事业筹集公共资金的重要途径,本文分析了当前体育彩票消费行为模式的现状及影响因素,以期为体育彩票机构决策的提出提供参考依据。     

Rice Consumption Patterns in Kuwait and Its Future Market

Abstract

With changing demographic patterns in the State of Kuwait, the per capita consumption of rice in Kuwait is decreasing over time. It seems that the Socio-Economic changes taking place in the country have affected the tastes and preferences of the Kuwaities with regard to the consumption of rice versus other competing Western starch dish products such as breads, pastas, and potatoes. This paper tests several hypotheses about the relationship between demographics and rice consumption, and examines rice-related buying and consumption behaviors of Kuwaities. Implications of the findings and recommendations are given. A general marketing strategy is also suggested regarding future implications of rice and rice products within the Kuwaiti society.     

基于消费者购买意愿的绿色农产品供应链模式创新研究

当下食品安全问题正成为危害消费者身心健康的重要因素,购买绿色健康的食品逐渐成为广大消费者的追求,基于南京市民绿色农产品购买意愿的问卷调查数据和实地走访数据,采用计划行为理论来探讨消费者绿色农产品购买意向的影响因素,从行为态度、主观规范和知觉行为控制这三个角度,通过实证分析甄别影响因素,得出影响消费者购买意愿的主要是行为态度和主观规范这两个因素的结论,针对影响因素从农产品供应链角度,提出了优化完善供应链模式的对策建议。     

江苏河蟹消费特征研究

江苏河蟹产业不论是在产业竞争力还是在产业规模上,都处于全国领先水平。论文通过问卷调查相关消费者,分析了消费需求情况,进而得出江苏省河蟹总体消费特征,最后从发展保鲜技术、规范交易市场、采用适宜的包装、加强河蟹品牌与生产地的联接、生产产品注重差异性五个方面提出了发展江苏河蟹产业的建议。     

国外森林认证研究综述

对近年来国外学者对森林认证研究成果进行综述,着重归纳分析了森林认证的特点、实施的影响因素、森林认证的影响、森林认证与合法性验证、企业社会责任、信任与森林认证关系等方面的成果和主要观点。在评价的基础上指出未来的研究趋势。     

Consumer Trends and Attitudes to Functional Foods

Abstract

Consumers' needs have grown to such an extent that they are sought out of nutritious and pleasant organoleptic foods, as well as functional foods. This study explores consumer attitudes towards health nutrition products and particularly functional foods, using data from a survey to 325 consumers. The results designate that consumers recognize different kinds of functional foods, willing to pay a premium for their purchase. They perceive that functional foods may contribute to easily follow a healthy and balanced diet and reduce the risk of health problems but appeared anxious about the health benefits these foods communicate in their labelling.     

威海市海参终端营销模式问题研究

威海凭着资源区位优势快速发展,其中海参市场的发展成为其重要的推动力量。越来越多的经营者意识到海参作为一种高档消费品正在逐步得到人们的青睐。这就引发了海参市场尤其是终端营销环节的相互竞争。海参的终端经营者该如何在竞争中提高产品占有率,已经成为人们所关注的问题。通过分析消费者和商家的调查问卷数据,发现威海海参市场终端营销模式的发展具有明显优势,但也存在发展瓶颈。因此,需要通过创新海参终端营销模式,同时改进完善现有终端营销模式的管理和服务,以推进威海海参终端营销模式体系的良性发展。     

Export Crop Marketing in Tropical Africa

Abstract

Recent developments at the consumer and at the farm level have resulted in a renewed interest in short market channels for fresh food. This paper focuses on consumer valuation of purchasing fresh food from short channels in general and on differences between two distinct types of short channel initiatives, i.e., farmers' markets and food teams as examples of supply- and demand-side driven initiatives respectively. The research methodology builds on the Means-End-Chain theory. Data are collected through laddering interviews with 100 respondents. The general hierarchical value map largely supports classical theories of value structures. “Security” is the predominant value type with “Health” as the major value. Further, a distinct “Hedonism” and “Universalism” cluster are discovered, with the first being built on the attribute “Freshness,” the consequence “Taste” and the value “Pleasure,” and the latter including environmental, animal welfare and regional development concerns. Specific motivation structures dealing with farmers' markets versus food teams are reported. Recommendations pertain to organizational and marketing issues, more specifically product positioning, innovation and communication based on the revealed Means-End-Chains or motivational structures.     

Who Eats Seaweed? An Australian Perspective

Abstract

Current seaweed consumption and attitudes and preferences toward seaweed food products in a Western society are investigated to inform the seaweed industry regarding product development and marketing strategies. A national survey of 521 Australian consumers was conducted. About 75% of respondents had eaten seaweed; however, only 37% had consumed seaweed regularly over the past 12?months. Key drivers include health and nutritional benefits, taste, being natural, safe, and fresh. Critical barriers are lack of knowledge and familiarity, and the perception that seaweed is expensive. Females and younger, health-conscious consumers with higher household incomes and levels of education, who are more adventurous with food (neophilic), and who tend to snack and assign symbolic value to food are more likely to consume seaweed. Recommendations for the emerging seaweed industry in terms of target markets and relevant marketing strategies are presented and areas of further research proposed.     

Impact of ‘‘high in” front-of-package nutrition labeling on food choices: Evidence from a grocery shopping experiment

This study investigates the ex-ante effects of the front-of-package (FoP) nutrition labeling for food products high in saturated fat, sugar, and/or sodium, which is a new regulation recently announced by Health Canada to combat obesity. The Canadian food industry has until January 1, 2026, to comply with the new regulations. To examine the ex-ante effects of this policy, an incentivized experiment is conducted in a lab that replicates a grocery store. The results at the product level indicate a significant decrease in the probability of choosing a product with a “high in” label compared to those without “high in” labels. Basket-level results demonstrate that FoP labeling is significantly associated with a lower quantity share and dollar value share of products high in one of the mentioned nutrients selected in a grocery basket, as well as fewer grams of sugar and sodium in a grocery basket. Furthermore, the study reveals that individuals with higher educational attainment, a risk-averse nature, and a lower level of self-reported nutrition knowledge tend to react more to the labeling. The insights from eye-tracking data further support these results, revealing that product choices are deterred by a fixation on “high in” labels. This study contributes to an improved understanding of the pathway in which labeling schemes influence food choices.     

Quality Policy and Consumer Behavior

Summary

A broad view of the European Union (EU) quality policy to the meat sector is given in this article. It analyses the links between quality policy and consumer attitudes and behavior in the Spanish meat market. Quality programs allow traceability within the chain, which is an important improvement, compared to the traditional way of marketing meat. For this reason, we study the evolution and performance of Spanish meat market from the view of consumer behavior. This paper mentions some basic information in quality policies in Spain, including the results of a survey carried out in 1997, with some practical conclusions.     

消费者特征与小品种食用油购买行为的实证研究——以茶油为例

利用福州、广州、长沙3个油茶产区省会城市的664份问卷调查数据,运用二元Logistic回归模型,对消费者购买小品种食用油(茶油)的影响因素进行实证分析的结果表明:消费者文化程度、家庭结构、对健康重视程度、对小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、重视食用油口感的程度、对小品种食用油价格的态度、对小品种食用油品牌的信任程度、对小品种食用油销售推介的认可程度、对亲友推荐的认可程度、距离小品种食用油销售地的远近程度、区域环境等是影响人们购买小品种食用油的重要因素。其中小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、对小品种食用油品牌的信任程度、认可亲朋好友推荐的程度、消费者家庭结构、自身文化程度与小品种食用油的购买行为呈正向相关关系;对小品种食用油价格的态度、重视食用油口感的程度以及与小品种食用油销售地的距离对小品种食用油购买行为有负向影响。另外,消费者个体特征变量中的性别、年龄、收入水平等以及健康状况对小品种食用油的购买行为没有显著的影响。不同地区的居民对小品种食用油购买行为存在差异。最后,在研究结论的基础上提出政策启示。     

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。     

An Empirical Investigation into the Excessive-Choice Effect

Recent marketing and psychological studies have shown that more choice does not always benefit consumers. This excessive-choice effect (ECE) is examined empirically using food items in four experiments. The first experiment investigates whether people would voluntarily reduce their choice-set size. The second seeks to replicate previous experimental results. The third and fourth experiments employ nonhypothetical Becker-DeGroot-Marschak (BDM) soda auctions and hypothetical ground beef choice experiments to further detect the prevalence of the ECE in alternative settings and explore the role of personality in decision tasks. Results suggest the ECE exists, but is less prevalent than previous studies suggest.