摘要
消费者对食品营养标签的使用行为受多种因素的影响。针对在北京市海淀区超市购物的消费者,以便利抽样方式进行的问卷调查发现:有97%以上的消费者至少偶尔会看食品营养标签,有67%的消费者有过因阅读食品营养标签而改变购买决策的经历,但消费者对营养标签的信任度较低和理解度较差。调查结果还表明,食品营养标签使用行为受到消费者个人特征、产品属性涉入、消费情境、营养知识、对营养标签的认知等因素的影响。为使消费者能够实际应用营养标签并落实到日常生活中,建议政府除了制定适当的法规之外,还应加强对消费者使用营养标签的相关教育,并督导厂商确实尽到责任,以推动营养标签制度的建立与完善。
The purpose of this study is to understand consumer＇s use and its determinants of nutritional food label. A sample of 688 supermarket shoppers in Beijing Haidian district was recruited by a convenience sampling method. Result showed that more than 97% of interviewees had seen nutritional food label previously, 67 % of interviewees had adjust the purchase decision-making as a result of reading nutritional food label, however, most interviewees did not believe the nutritional claim contents, and also did not understand it. The result also suggested that factors affecting nutritional food label use were including individual characteristics, consumer situation, product class involvement, nutritional knowledge and attitude to label. To enhance the consumer＇s knowledge of nutritional food label and related purchasing practices, the needs for education on reading nutrition labels require attention before government enacts nutritional labeling laws.
出处
《中国人民大学学报》
CSSCI
北大核心
2009年第4期105-113,共9页
Journal of Renmin University of China
基金
国家自然科学基金项目(70603028)
教育部人文社会科学研究青年项目(07JC630041)
中国人民大学亚洲研究中心项目(亚研字2006008)
关键词
食品营养标签
使用行为
影响因素
nutritional food labels
purchasing behavior
determinants
