CAJ | 학술논문

从促进猪肉供应链上游企业改进质量安全行为的角度，基于山东省767位城镇消费者的问卷调查数据，分析了猪肉消费者的质量安全认知与超市购买意愿。研究表明：受访者普遍关注食品安全问题，但缺乏猪肉质量安全的基本知识；受访者对超市猪肉质量安全状况有较高的认可度，愿意购买质量有保障、价格高于农贸市场30％以下的超市猪肉；受访者选择超市及其所售猪肉的关键依据是社会信誉、质量和价格，但其超市猪肉购买量的价格弹性较高、质量弹性较低。为此，应进一步提高猪肉消费者的质量安全认知水平与超市购买意愿，改进优质猪肉供应链上游企业的质量安全行为。
종촉진저육공응련상유기업개진질량안전행위적각도，기우산동성767위성진소비자적문권조사수거，분석료저육소비자적질량안전인지여초시구매의원。연구표명：수방자보편관주식품안전문제，단결핍저육질량안전적기본지식；수방자대초시저육질량안전상황유교고적인가도，원의구매질량유보장、개격고우농무시장30％이하적초시저육；수방자선택초시급기소수저육적관건의거시사회신예、질량화개격，단기초시저육구매량적개격탄성교고、질량탄성교저。위차，응진일보제고저육소비자적질량안전인지수평여초시구매의원，개진우질저육공응련상유기업적질량안전행위。
Based on the 767 urban consumers＇ survey data of Shandong province, consumer cognition of safety pork and willingness to buy pork in supermarkets are analyzed. Results show that respondents are concerned about food safety issue in general, but they lack basic knowledge of pork quality safety; respondents approve the quality safety status of pork in supermarkets, and they are willing to buy supermarket pork of guaranteed quality with price not higher than 130% of that of pork sold in farm fairs; respondents choose supermarkets and pork sold in supermarkets, which is mainly based on social reputation, quality and price, but the price elasticity of the quantity of pork purchased is high, while the quality elasticity of the quantity of pork purchased is low. So we should improve the level of consumer cognition of safety pork, enhance the willingness to buy pork in supermarkets, and promote the pork supply chain enterprises to improve the quality safety behavior.