CAJ | 학술논문

蔬菜是居民“菜篮子”的重要组成部分，分析居民蔬菜购买行为、了解居民蔬菜消费习惯，对于把握首都蔬菜市场消费状况、掌握居民蔬菜消费需求变化、实现“以销定产”具有重要意义。以北京市居民为研究对象，采用问卷调查法和访谈法相结合的方式，对居民购买蔬菜的地点、消费支出、品种以及其他因素进行调查。结果显示，居民蔬菜购买行为属习惯性、理智型和经济型购买；安全、便捷、营养、价格是居民购买蔬菜时着重考虑的几个因素。政府应采取多种措施，稳定蔬菜供应、保障蔬菜安全、拓宽营销渠道、平抑蔬菜价格，同时引导居民树立正确的蔬菜消费观念。
소채시거민“채람자”적중요조성부분，분석거민소채구매행위、료해거민소채소비습관，대우파악수도소채시장소비상황、장악거민소채소비수구변화、실현“이소정산”구유중요의의。이북경시거민위연구대상，채용문권조사법화방담법상결합적방식，대거민구매소채적지점、소비지출、품충이급기타인소진행조사。결과현시，거민소채구매행위속습관성、리지형화경제형구매；안전、편첩、영양、개격시거민구매소채시착중고필적궤개인소。정부응채취다충조시，은정소채공응、보장소채안전、탁관영소거도、평억소채개격，동시인도거민수립정학적소채소비관념。
Vegetable is an important part of residents' non-staple food. Analyzing the purchasing behaviors and the consumption custom on vegetable of Beijing residents is very important for grasping consumption condition of capital vegetable market and the demand change of Beijing residents' consumption, and for realizing producing according to sales. Taking the residents in Beijing as the research object, this paper made a survey on purchasing places for vegetables, consumers' expenditure, varieties of purchasing vegetables and other factors by the means of combining questionnaires and interviews. The results showed that residents' purchasing behaviors were habitual, rational and economical, and safety, convenience, nutrition and price were the factors that the residents focused on as purchasing vegetables. The government should take multiple strategies to stabilize vegetable supply, ensure vegetable security, expand marketing channels, restrain vegetable price, and guide residents to establish a correct concept of vegetable consumption at the same time.