环保猪肉的消费者行为分析

消费者对环保猪肉的消费能否实现买前判定、买时决定、买后安定、吃得镇定、食后肯定,不仅决定环保猪肉的市场前景,而且也直接影响到现代生猪产业的发展。本研究采用拦截样本取样法,并深入剖析了138位被调查者对环保猪肉的消费行为。结果表明:大多数消费者对环保猪肉的认知程度较低,对其安全性还心存疑虑;大多数消费者对环保猪肉有较强的购买愿望,说明消费者对猪肉消费安全非常重视,并愿意为环保猪肉支付更高的价格。研究还表明,信息满意度、消费者收入水平、文化程度、年龄、性别是影响环保猪肉消费者支付意愿的主要因素。最后提出:只有生猪产业链上各个利益主体共同努力,营造一个安全、健康、科学的环保猪肉消费环境,才能促进现代生猪产业的健康发展。

Analysis on Consumers' Behavior of Pollution-free Pork

The consumption of pollution-free pork relies on pre-shopping choosing,on-time decision,post-shopping reflection,reassuring consumption and affirmation of the consumption,which not only has a key influence on the marketing prospect of pollution-free pork,but on the development of present swine industry.All samples of this study are adopted by interception,and the research is done on the pollution-free pork consumption behavior of 138 consumers.The results are the followings: a large number consumers have low-level cognition of pollution-free pork,and doubt its security;many have strong desires to consume pollution-free pork even at a higher price;the consumers' information contentment of pollution-free pork,their age,income,education,and gender are the key factors influencing the pollution-free pork consumption expense.The conclusion is: only in the circumstance where all the interest groups in the swine industry work together to create a secure,healthy and rational consumption surrounding,can the swine industry develop healthily.