【作者】 郑伟强；

【导师】 郭红东；

【作者基本信息】 浙江大学 ， 产业经济学， 2012， 硕士

【摘要】 近年来,城镇居民对食品的人均购买量和人均支出不断增加说明食品消费市场正在不断扩大和增长。与此同时,中国食品消费市场质量安全事件频繁发生,不仅损害了食品行业的良好发展,同时也不断打击了广大消费者的信心,食品安全问题日益严重,不容忽视。由于受到食品安全问题的威胁和有机食品自然、绿色、健康的产品特点,有机食品消费市场获得了很大的发展。研究我国城镇居民对有机食品的购买行为,对促进我国有机食品市场的发展具有重大的理论和现实意义。基于此,本文首先回顾了消费行为的相关理论和国内外关于消费者对有机食品购买行为研究的相关文献；其次,本文在结合相关理论及研究结论的基础上构建了影响我国城镇居民消费者对有机食品购买行为因素的实证分析框架；然后通过对杭州市部分城镇居民的调查数据运用因子分析、二元Logistic回归分析的实证方法分析了影响城镇居民消费者对有机食品购买行为的影响因素。研究结果表明：当前,大部分城镇居民消费者对于市场中的食品安全问题比较关注,对于有机食品的了解程度和信任程度并不是很高,但是他们对有机食品具有比较积极的购买意愿及购买行为。另外,城镇居民消费者的性别、婚姻、家庭收入、消费者对有机食品的态度、消费者对于食品安全风险的感知、有机食品市场环境这六方面的因素对于消费者对有机食品的购买行为具有显著的影响。最后,本文提出了促进我国有机食品市场发展的若干启示：政府应完善有机食品市场的相关法律法规,严格执行有机食品的生产和认证标准以规范市场运营；有机食品生产者应遵守相关的法律、法规和标准,提高有机食品生产技术和生产能力；有机食品运营者应加强有机食品的宣传力度和渠道建设,创造良好的购买环境。更多还原

【Abstract】 In the recent years, the continuous increase of per capita purchasing power and per capita expenditure on food among our country’s urban dwellers means that the food market is on the rise. At the same time, some food safety incidents have been occurred frequently in China, which not only ruins the sound development of food industry, but also undermines our consumers’confidence. The issue of food safety is so serious that no one can afford to neglect it. Threatened by the issue of food safety, and due to its characteristics of being fresh, green and healthy, organic food market has achieved rapid development. Researching on our urban dwellers’consumption of organic food is of great theoretical and practical significance to the development of organic food market in our country.Based on all that have been mentioned, this paper first reviews some relevant theories on consumption and some relevant literature, both at home and abroad, on consumers’consumption of organic food. And then based on the relevant theories and research findings, this paper establishes the empirical analyzing framework of the factors which affect our urban dwellers’consumption of organic food. Finally, this paper analyzes the relationship between urban dwellers’behavior to buy organic food and the factors which affect their consumption by the means of some empirical studies, such as factor analysis and binary logistic regression analysis.Study shows that the issue of food safety is a matter of concern to our residents and they don’t have a full understanding of organic food and they don’t regard organic food as something highly reliable. But they are willing to buy organic food. Consumers’gender, marriage and income, their attitudes toward organic food, their perception of the risk of food safety and organic food market all have some bearing on their consumption of organic food.At last, based on findings and conclusion, this paper puts forward some suggestions for promoting the organic food market in our country. Some relevant regulations and rules have to be improved by government, and some criteria of organic food production and recognition have to been made in order to better regulate the market operation. In line with the relevant regulations and rules, organic food producers should improve their techniques and abilities of organic food production. Operators of organic food should double their efforts to publicize and channel-construction, and create a sound purchasing environment for consumers.更多还原