论文

婴幼儿配方奶粉质量信号属性的消费者偏好研究

摘要

以婴幼儿配方奶粉为研究标的,选择有机认证标签、可追溯认证标签、销售渠道和价格等属性展开实验设计,在山东省济南市、青岛市和烟台市等进行了调研。用潜类别模型研究了消费者对婴幼儿配方奶粉属性的偏好。结果表明,消费者可分成4个类别,即认证偏好型、渠道偏好型、担忧型、价格敏感型。由于消费者具有异质性,企业应根据不同消费者群体的特点生产差别化产品,满足其异质性需求。加快牛奶的可追溯体系建设,从而在牛奶质量出现问题时及时追溯到直接责任主体,进行相应处罚并赔偿消费者损失。加强信息交流机制建设,完善信息交流渠道与方式,从而降低消费者对食品安全风险的担忧水平,提高其信任程度。

作者

徐迎军
徐振东
尹世久 ,曲阜师范大学食品安全与农业绿色发展研究中心主任、教授,主要从事食品与农产品质量安全等方面的研究。

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婴幼儿配方奶粉质量信号属性的消费者偏好研究

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