城镇消费者对猪肉安全信心的实证研究

研究消费者食品安全信心是建立有效的食品安全风险管理体系的重点所在。猪肉作为人们日常饮食的必需品,其安全与否受到消费者的高度关注,加之近年来猪肉安全事件频发,消费者对猪肉安全的信心受到了严重影响。本研究基于结构方程模型,从城镇消费者对猪肉供应链上各成员及监管部门的信任、对猪肉相关危害的关注程度及其个人特质等方面研究其对猪肉安全的信心。结果表明:城镇消费者的焦虑特质显著负向影响其对猪肉安全的信心;城镇消费者对政府和农户的信任显著正向影响其对猪肉安全的信心。

Empirical Study on Pork Safety Confidence of Urban Consumers

Exploring consumer food safety confidence is the key to establishing an effective food safety risk management system. Pork as a daily necessities of people, its safety is particularly concerned about the consumer, coupled with the frequent occurrence of pork safety incidents in recent years, consumer confidence in pork safety has been seriously affected. Based on the structural equation model, this study investigated the pork safe confidence of the urban consumers from the trust of the members in the pork supply chain and the regulatory authorities, the degree of concern about pork related hazards and their personal characteristics. The results reveal that: the urban consumers' anxiety was significantly negative for their confidence in pork safety; the confidence of urban consumers in government and farmers was significantly positive for their confidence in pork safety.