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文章以601个长沙市消费者的调查数据为例,剖析了长沙市消费者对安全认证农产品的认知情况、接受意愿、支付意愿和实际的购买行为及其相关影响因素。结果表明:消费者对农产品质量安全的关注程度较高,但对安全认证农产品的认知程度较低、信任度较低,因此,消费者对安全认证农产品的购买意愿及购买行为都处于一个较低地水平。其中,消费者的收入水平、消费者对安全农产品的认知程度、受教育水平、以及对政府的信任等均会不同程度地影响消费者对安全认证农产品的购买意愿与行为。为此,应进一步提高安全认证农产品的安全性、加强安全认证农产品的信息发布、提高政府对农产品安全认证的公信度等,以切实提高消费者对安全认证农产品的购买,进而促进安全认证农产品的持续有效发展。
Taking 601 survey data of consumers in Changsha City as an example, the article analyzes the consumers’ cognition, willingness to accept, willingness to pay and actual purchasing behavior of consumers in Changsha and their related influencing factors. The results show that consumers pay more attention to the quality and safety of agricultural products, but they have lower cognition of agricultural products and lower trust. Therefore, consumers’ willingness to buy and purchase of certified agricultural products are both in a relatively Lowland level. Among them, consumer’s income level, consumer’s awareness of safe agricultural products, education level and trust of the government will affect consumers’ willingness and behavior to purchase certified safety products to varying degrees. To this end, we should further improve the safety of certified agricultural products, strengthen the issuance of information on certified agricultural products, and increase the government’s credibility in agricultural products certification so as to effectively increase consumers’ purchase of certified products and further promote the safe certification of agricultural products Continuous and effective development.