CAJ | 학술논문

本文构建了消费者在实现食品安全需求过程中所采取的标识选择行为和自我保护行为的理论分析框架,“标识选择行为”指消费者购买具有食品安全认证的食品,“自我保护行为”指消费者在购买中或购买后对食品采取的后续加工处理行为.以新鲜蔬菜作为研究对象.本文在北京市开展消费者行为调查,并收集有效问卷463份.统计结果显示,有76％的消费者在最近一个月内购买过认证蔬菜,有85％的消费者在食用蔬菜前采取过自我保护措施.考虑到两种行为的“截断性”特征和“似无关性”联系,本文采用二元Tobit模型进行了计量分析,计量估计结果显示,行为效率因素和收入因素对消费者购买认证蔬菜和采取自我保护措施都具有显蓍的影响作用.消费者对任一种行为的知识水平和信任程度对消费者采用该行为实现食品需求具有显著的促进作用.而收入因素对两种行为的影响效果存在显著差异：表现为非工资性收入对两种行为都具有促进作用,而工资性收入对“标识选择行为”具有正向影响,而对自我保护行为则具有负向影响.说明相对于标识选择,自我保护属于“劳动密集型”的策略,工资率越高,自我保护的机会成本越高,因而消费者采取的自我保护行为强度越低.此外,不同年龄的消费者实现食品安全需求的途径有所差异：年龄低的消费者会倾向于选择购买更多的认证蔬菜,年龄高的消费者会倾向于选择采取更高强度的自我保护措施.根据本文的研究结论,通过开展消费者教育和培植消费者信任都有助于实现消费者的食品安全需求,而促进收入对消费者食品安全需求行为的影响则并不确定.
본문구건료소비자재실현식품안전수구과정중소채취적표식선택행위화자아보호행위적이론분석광가,“표식선택행위”지소비자구매구유식품안전인증적식품,“자아보호행위”지소비자재구매중혹구매후대식품채취적후속가공처리행위.이신선소채작위연구대상.본문재북경시개전소비자행위조사,병수집유효문권463빈.통계결과현시,유76％적소비자재최근일개월내구매과인증소채,유85％적소비자재식용소채전채취과자아보호조시.고필도량충행위적“절단성”특정화“사무관성”련계,본문채용이원Tobit모형진행료계량분석,계량고계결과현시,행위효솔인소화수입인소대소비자구매인증소채화채취자아보호조시도구유현시적영향작용.소비자대임일충행위적지식수평화신임정도대소비자채용해행위실현식품수구구유현저적촉진작용.이수입인소대량충행위적영향효과존재현저차이：표현위비공자성수입대량충행위도구유촉진작용,이공자성수입대“표식선택행위”구유정향영향,이대자아보호행위칙구유부향영향.설명상대우표식선택,자아보호속우“노동밀집형”적책략,공자솔월고,자아보호적궤회성본월고,인이소비자채취적자아보호행위강도월저.차외,불동년령적소비자실현식품안전수구적도경유소차이：년령저적소비자회경향우선택구매경다적인증소채,년령고적소비자회경향우선택채취경고강도적자아보호조시.근거본문적연구결론,통과개전소비자교육화배식소비자신임도유조우실현소비자적식품안전수구,이촉진수입대소비자식품안전수구행위적영향칙병불학정.
This paper constructs a theoretical framework of consumers＇ label choosing and self-protection behaviors when meeting their demand for food safety. With data collected from a survey on vegetable consumers in Beijing, we adopt bivariateTobit model to make an empirical analysis. The survey shows that 76% and 85% of consumers have purchased labeled vegetables and taken self-protective measures in recent month respectively. The empirical results show that knowledge, trust and non-wage income all play positive roles in promoting consumers＇ buying labeled vegetables and taking self-protective measures. However, the influences of wage income on the two behaviors are completely opposite. Compared with label-choosing, self-protection is a time-intensive behavior, thus a higher wage rate will result in a lower level of self-protection due to the relatively higher opportunity cost. Besides, consumers of different age will choose different ways to meet their demand on food safety. The younger are inclined to purchasing more labeled vegetables, while the eider are inclined to taking more self-protective measures.