有机食品市场营销的障碍因素研究——基于对国内有机食品市场的实证分析

文章基于国内有机食品市场的调查数据,运用Logit离散选择模型,对影响消费者购买有机食品的各种因素进行了实证分析。研究结果表明,消费者的文化程度、收入水平、认知水平、以及对有机食品的质量要求、品牌效应和易购买程度等对有机食品营销具有正向影响,其中有机食品质量安全的边际影响值最大;而消费者年龄、有机食品与非有机食品的价格比率等因素具有负向影响;消费者性别、消费频次等因素则影响不显著。     

城市居民有机食品认知度的影响因素分析——基于福州消费者的调查

当前消费者对有机食品的了解程度不够,容易对有机食品造成混淆,导致有机食品市场混乱和消费者对有机食品的信任度不高,而消费者对有机食品的认知度直接影响消费者有机食品的需求和信任程度。该文以福州市城市居民为主要调查对象,通过选取年龄、文化程度、职业等变量建立二元logistic模型分析影响消费者对有机食品认知度的因素,最后根据研究结论提出相应的对策建议。     

我国有机食品有效需求增长缓慢实证分析

有机食品因安全程度更高、营养更丰富而受到高端消费者的喜爱。目前国际上经济发达国家对有机食品的有效需求正以年均25%～30%的幅度增长,我国则不然。本文从价格、消费者认知程度、信息不对称及市场等角度,分析了我国有机食品有效需求增长缓慢的主要原因是信息不对称,其次是市场混乱,再次是消费者对有机食品认知程度较低,价格影响程度较低。     

基于CVM设计的有机食品支付意愿研究——以武汉市消费者为例

以武汉市消费者为研究对象,采用CVM设计的方法获取消费者对有机食品的支付意愿,并构建了消费者支付意愿的模型来解释影响消费者对有机食品支付意愿的影响因素。研究结果表明,武汉市消费者对有机食品的平均支付意愿约为40%,消费者特征、消费动机、计划行为、消费者认知态度以及假定信息条件均对其支付意愿产生显著影响。结合研究结果,从消费的角度提出了若干具体建议以促进武汉市有机食品行业的发展。     

在本地或进口、常规或有机食品间有机食品消费者的权衡——一项在中国上海市的定性研究

本文介绍了中国上海市消费者对于有机食品取舍的定性研究。准确来说,本文涉及的消费者权衡的食品介于3种类型之间,即本地生产的有机食品,本地生产与常规生产的食品,进口有机食品。利用开放性问题和投射测试,在进行了23名个体访谈的基础上,采用了定性分析方法。本地有机食品是最易被中国受访者所接受的,他们认为有机食品有益于健康并且对农业更加的环保。对于许多不认为在本地有机食品与更贵的进口有机食品二者之间存在重大差异的受访者来说,食品产自本地这一事实是另一积极的争论。本地的常规食品引起了与健康相关的担忧,而消费者购买,仅因为比有机食品便宜。选择有机食品的原因大多与健康问题相关。利他动机,如环境问题、食物里程问题或对小生产者的支持,则刚刚涌现。这项研究很大程度上强调消费者对不同的个人利益之间的取舍,主要集中在健康与经济利益。然而,一些利他(环境问题)和个体(经济)利益之间的权衡是显而易见的,且证实新兴利他动机的出现晚于有机食品消费。     

有机农业及有机食品的研究与探讨

近年来,食品安全成为全社会关注的焦点,有机农业、有机食品成为媒体和消费者热议的话题。为消除对有机农业、有机食品的认识误区,文章从多个方面对有机农业、有机食品进行了全面的研究,以促进社会各界对有机农业、有机食品的正确理解。     

有机农业及有机食品的研究与探讨

近年来,食品安全成为全社会关注的焦点,有机农业、有机食品成为媒体和消费者热议的话题。 为消除对有机农业、有机食品的认识误区,文章从多个方面对有机农业、有机食品进行了全面的研究,以促 进社会各界对有机农业、有机食品的正确理解。     

有机食品市场研究述评

从有机食品产业的发展、有机食品生产者行为、有机食品消费者行为、有机食品的国际市场开发、有机食品的国内市场开发等5个方面对国内外有关有机食品相关研究文献进行回顾和梳理,然后对现有的研究成果进行简要述评,指出当前的研究空白和未来的研究方向。     

我国消费者对有机食品的态度研究——以南京市调研结果为例

本文通过问卷调查方式分析了有机产品在中国南京主流超市的市场情况和人们对有机食品的认知情况。调查发现：当今人们对有机食品的关注程度还有待于提高。部分消费者虽然对有机食品有积极的认知,但只有1.25%的人曾经购买过有机产品。原因可能除了价格因素以外,还与人们的受教育程度,职业差别和有机理念的深浅以及购买渠道的便易与否皆有重要关系。此外,还与有机市场具有市场份额小,品种相对单一,价格偏高有一定的关系。建议扩大宣传、提高营销手段以提高人们对有机产品的认知;同时,加强有机生产和加工的监督和管理,严格控制产品质量,以加强人们对有机产品的信心。     

新乡市居民对有机食品的认知特征分析

为了解新乡市居民对有机食品的认知情况,文章通过问卷调查研究新乡市居民对有机食品的认知特征。结果显示新乡市民对有机食品有高、中、低认知度人群所占比例分别为22%、50.4%、31.1%,年龄、受教育程度、职业等是影响认知度的主要因素。     

欧洲有机食品概述

通过对近年来欧洲有机食品的生产、消费、市场驱动因子、市场大小及趋势、销售渠道、市场细分及主要的市场障碍等进行了概括,认为影响欧洲有机食品发展的因素主要包括政治、经济和社会等,即消费者关心的食品安全、动物福利、环境,统一认证标准的制定及政府的支持等方面。按照消费者的消费特征和购买行为,将有机消费者分为五种类型包括青年人和老年人、受过良好教育者、城市居住者、有规律或偶然或不购买者及利益寻求者。此外,还指出了有机食品市场的主要障碍,并对我国有机食品经营提出了一些策略性建议,以更好地促进有机食品市场的发展。     

消费者食品安全性意识与认证食品的支付意愿

利用延吉市消费者的食品安全性意识调查资料,采用一般统计方法测定消费者对食品安全的认知度,估算认证食品的支付意愿（Willingness To Pay,WTP）．结果表明,消费者对食品认证的认知度和信任度都比较低．但通过认证的食品在确实能保证食品质量安全的前提下,消费者对绿色食品的支付意愿为28．8％,GAP认证农产品的支付意愿为18．5％,HACCP认证食品的支付意愿为17．6％,有机食品的支付意愿为17．2％,无公害食品的支付意愿为16．2％．说明消费者对认证食品的支付意愿还是比一般食品要高,消费者即便多支付价格也愿意购买高品质安全食品．因此,建议加强食品安全宣传力度,提高消费者食品安全意识及对认证食品的认知度和接受度．     

Foundations of production and consumption of organic food in Norway: Common attitudes among farmers and consumers?

In Norway, the production andconsumption of organic food is still small-scale. Research on attitudes towards organic farming in Norway has shown that most consumers find conventionally produced food to be good enough. The level of industrialization of agriculture and the existence of food scandals in a country will affect consumer demand for organically produced foods. Norway is an interesting case because of its small-scale agriculture, few problems with food-borne diseases, and low market share for organic food. Similarities between groups of consumers and producers of food, organic and conventional, when it comes to attitudes concerning environment, use of gene technology, and animal welfare have implications for understanding market conditions for organically produced food. The results of our study indicate that organic farmers and organic consumers in Norway have common attitudes towards environmental questions and animal welfare in Norwegian agriculture. Conventional farmers have a higher degree of agreement with the way agriculture is carried out today. Unlike organic farmers and consumers, conventional farmers do not see major environmental problems and problems with animal welfare in today's farming system. But like the organic farmers and consumers, and to a stronger degree than conventional consumers, conventional farmers renounce gene technology as a solution to environmental problems in agriculture. These results are discussed in relation to their importance for the market situation for organically produced foods.     

消费者有机蔬菜认知情况及购买行为分析 ——以上海市居民为例

通过对上海消费者的调查,了解消费者对有机蔬菜的认知程度,并通过二元logistic回归模型分析了影响消费者有机蔬菜购买行为的主要因素。结果显示,在认知方面,年龄与认知程度呈负相关;收入、学历与认知程度呈现正相关关系,而家里拥有60岁以上老人和12岁以下小孩的消费者对有机蔬菜的认知要强于家里没有60岁以上老人和12岁以下孩子的消费者;在购买行为分析中,年龄、家庭收入、家庭结构、认知程度及支付意愿是影响消费者购买有机蔬菜的主要因素,性别、教育程度、购买地点及是否听说过有机蔬菜对消费者的购买行为影响较弱。     

What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments

The growth in organic and local foods consumption has been examined using two different approaches to identify characteristics and motivations of food shoppers: market segmentation and economic models using multivariate analysis. The former approach, based on Means-end Chain theory, examines how intrinsic characteristics of foods affect food choices. The latter microeconomic approach examines economic constraints and extrinsic factors. This study demonstrates value in combining the two approaches to generate better empirical predictions of who buys organic and local food. It also supports a broader theoretical framework to explain behavior in terms of intrinsic and extrinsic motivations. Using US data, an adaptation of the Food Related Lifestyle model yields four consumer lifestyles segmented by intrinsic motivations related to food. Each consumer segment exhibits distinct organic and local foods consumption behaviors. A multinomial logit model is estimated to examine the probability of being in one of these four groups as a function of extrinsic variables and economic constraints. In support of Alphabet theory and Regulatory Focus theory, we find that inclusion of extrinsic factors improves prediction of behavior and the ability to explain why they buy organic and local foods. The extrinsic variables that significantly increase the probability of being in a particular consumer food lifestyle segment include: environmental concerns, health practices, race, the presence of a farmers’ market, and to a lesser degree, family composition and income. We also find regulatory focus is most pronounced among the most active organic and local food shoppers.     

绿色食品认知与购买行为调查

对北京市居民的绿色食品的认知情况和消费行为进行了调查,结果显示绝大部分受访者对绿色食品都有所了解,但是认知的程度和消费情况都有所不同。     

Producing the natural fiber naturally: Technological change and the US organic cotton industry

Organic cotton productionboomed in the early 1990s only to fall steeplymid-decade. Production is currently rising, butslowly, and has yet to reach previous levels.This is in marked contrast to the steady growthin organic food production during the 1990s.Why, when other areas of organic productionexperienced steady growth, did organic cottonexperience a boom and bust? A study of thecotton production and processing industryreveals a long and heavily industrializedproduction chain that has presented numerouschallenges to growers and processors trying tointroduce an organic product. In addition, muchof the surge in demand for organic cotton clothoriginated with clothing manufacturersresponding to increased consumer environmentalconcern and interest in improving theirenvironmental reputations. This demandevaporated when clothing companies encountereda lack of consumer awareness of theenvironmental costs of conventional cottonproduction and the benefits of organic cotton.Organic clothing lines were abandoned and manycotton farmers, left with no market for theirorganic bales, were forced to either store thebales or sell them on the conventional marketfor a loss. An examination of the social andtechnical aspects of organic cotton productionidentifies some of the critical variables, suchas the risks farmers face in agriculturalproduction, the organic standards, sources ofinnovation in technological change, and the roleof consumer demand in supporting moresustainable technology, all of which shape thecontinuing development of organic products.     

基于结构方程模型的城镇消费者鸡肉消费信心构建

【目的】为了提升鸡肉消费信心,促进鸡肉消费量,促进肉鸡产业发展。【方法】利用消费者调查数据,采用结构方程分析消费者鸡肉消费信心与个人特征、对供应链成员信任程度之间的关系。【结果】消费者对加工企业的信任是影响消费满意度和消费预期最重要的因素,有孩子的消费者消费信心更差,女性比男性对鸡肉的消费满意度和消费预期更强,目前的消费满意度严重影响消费预期。【结论】加强政府食品安全管理力度、强化鸡肉加工企业的诚信道德和社会责任、提高农户安全生产认知可以提升消费信心。     

Buying local organic food: a pathway to transformative learning

Food is a powerful symbol in the struggle to transition to a more sustainable pathway since the food choices citizens make have deep environmental and social impacts within their communities and around the world. Using transformative learning theory, this research explored the learning that took place among individual adults who consumed goods directly from local organic producers, and how this behavior affected their worldview. Learning was classified as instrumental, communicative, or transformative. Ultimately, we considered if the learning created lasting change, directed toward a more sustainable society, among learners. Three different models of producer/consumer interfaces located in Atlantic Canada were considered: a market-garden operation, an education and outreach center, and a community shared agriculture project. It was found that all participants experienced some form of learning, either instrumental or communicative, through their participation in organic agriculture. Closing the gap between producer and consumer through direct contact with the farmer at a market, visiting the farm, or participating in food production oneself is both a desirable step in reaching a more sustainable lifestyle and a powerful learning tool in linking the consumer to a host of other environmental and social issues.     

基于层次分析法的我国有机食品产业竞争力影响因素分析

目前我国有机食品产业处于起步阶段,整体竞争力还很弱。采用层次分析法从生产供给、消费需求、经营主体及政府行为、相关及支持产业4个方面分析我国有机食品产业竞争力的影响因素,用权重定量化方式比较各影响因素的重要程度,并基于处于劣势的关键和重要因素,提出提升我国有机食品产业竞争力的建议。