消费者对可追溯农产品购买意愿及影响因素研究
作者：谭酬志 谭昭辉
来源：《对外经贸》2019年第04期

         [摘 要]可追溯农产品体系通过实时记载、传达农产品相关信息，降低农产品质量安全问题发生的频率，是缓解农产品质量安全问题的有效途径之一。以宜春市3个县426名消费者的调查数据为样本，采用二元Logistic模型实证分析了消费者对可追溯农产品的购买意愿及其影响因素。研究表明，消费者的年龄、文化程度、家庭人均月收入、婚姻状况、对农产品质量安全关注程度会显著影响消费者购买可追溯农产品。并分别从政府、企业及消费者层面提出相关建议。

         [关键词]消费者;可追溯农产品;购买意愿;影响因素

         [中图分类号]F063.3

        [文献标识码]A

        [文章编号]2095-3283（2019）04-0106-06

        Abstract： The quality and safety of agricultural products are closely related to everyone’s vital interests. In recent years， the quality and safety of agricultural products have become a frequent problem. How to prevent and control the quality and safety of agricultural products has become a hot social issue. Traceable agricultural products system can reduce the frequency of the quality and safety problems of agricultural products by recording and transmitting the relevant information of agricultural products in real time， which is an effective way to alleviate the quality and safety problems of agricultural products. Based on the survey data of 426 consumers in three counties of Yichun City， this paper empirically analyzed consumers’purchase intention of traceable agricultural products and its influencing factors by using binary logistic model. The research shows that consumers’age， education level，family income per capita， marital status， and attention to the quality and safety of agricultural products can significantly affect consumers’ purchase of traceable agricultural products. Therefore， this paper puts forward relevant suggestions from the government， enterprises and consumers.

消费者对可追溯农产品购买意愿及影响因素研究