上海市消费者对可追溯生鲜果品的支付意愿及对策分析

通过对消费者购买生鲜果品行为的调查,研究了可追溯生鲜果品消费者的群体特征,分析了影响消费者购买意愿的主要因素,在此基础上提出了相应的建议,即政府要加强食品安全知识和可追溯制度的宣传推广,将可追溯生鲜果品控制在合理的价格范畴内,制定合理的营销战略等建议。

Analysis of Consumers' Willingness to Pay for Traceable Fresh Fruits in Shanghai City and Countermeasures

By the survey of consumers' behaviour of purchasing fresh fruits,this paper researches the group characteristics of people who consume traceable fresh fruits,and analyses the main factors influencing consumers' willingness to purchase.Based on this,corresponding proposals are put forward as follows:first,the government should not only focus on supervision and regulation over food security,but also strengthen the education of food security knowledge,publicity and promotion of traceable system;second,the government and related enterprise should particularly pay attention to the impact of consumers' individual characteristics on willingness to purchase and purchase behaviours,and work out feasible strategy of traceable food marketing,according to consumers' preferences,consumers' attention to health,consumers' attention to the healthy growth of children and other factors;finally,when implementing the system,the state and the government should take into full account the average income level of consumers,give full play to the effect of scale merit,and work out the reasonable price that can be accepted by most of consumers.