农产品质量安全消费者满意评价影响因素分析——来自浙江的调查

以2008年三聚氰胺事件为起点,改善消费者满意评价成为政府农产品质量安全管理的重要目标之一。文章构建了农产品质量安全消费者满意评价指标,利用浙江2019年13县1 910份拦截式调查数据,通过两类4个计量模型对比分析了其主要影响因素。研究发现,浙江农产品质量安全消费者满意评价处在较高水平,县级属地管理履职效力在改善农产品质量安全消费者满意评价中起到了核心作用,消费者自身的农产品质量安全认知水平与知晓程度也对其满意评价产生正向影响;来自农贸市场的消费者满意评价要高于来自超市的消费者满意评价,在当地居住时间越长的消费者满意评价更高;年龄越高与受教育水平越高的消费者其满意评价则更加谨慎。因此,我国政府应抓住农产品质量安全舆情改善契机,深入推进农产品质量安全属地管理,提升消费者农产品质量安全认知水平,重点针对年长人群和外来人口在工作宣传方面发挥积极作用。

Influencing factors of consumer satisfaction evaluation on quality and safety of agricultural products: an illustration from Zhejiang Province

Since the melamine incident in 2008, improving consumer satisfaction evaluation has become one of the important objectives of government in the administration of quality and safety of agricultural products. This paper established consumer satisfaction evaluation indicators for agricultural products’ quality and safety. Based on 1 910 interception questionnaires in 13 counties in Zhejiang Province of 2019, the main influencing factors were analyzed and compared through four measurement models. The results showed that: the consumer satisfaction evaluation of quality and safety of agricultural products in Zhejiang Province was at a relatively high level, county-level territorial management effectiveness had played a central role in improving consumer satisfaction evaluation of quality and safety of agricultural products, consumers’ own cognitive level and awareness also had a positive impact on the evaluation. Consumer satisfaction ratings from farmers’ markets were higher than those from supermarkets, and the longer the residence time of consumers, the higher the satisfaction rating of consumers. Consumers with higher age and higher education level were more cautious about their satisfaction evaluation. Therefore, the Chinese government should seize the opportunity of improving public opinion and further promote the local management of quality and safety of agricultural products, improve the level of consumer awareness, and focus on strengthening publicity for the elderly and foreign population.