以北京市为例,对社区互助农业的消费者和普通生态农产品消费者进行实地调查,通过运用Logit模型对影响社区互助农业消费者的因素进行分析发现,是否注重食物公共层面信任品属性是区分社区互助农业消费者和同类生态农产品消费者的重要指标。研究结果表明,社区互助农业的消费者是一群以女性为主,受教育程度高,中等收入以上,关注食物搜寻品、经验品、私人层面信任品属性,特别注重食物公共层面信任属性的中青年人。最后,从生产者和消费者两方面对北京市社区互助农业的未来发展提出建议。 Taking Beijing as an example, a field survey was conducted on consumers of community-based agricultural cooperatives and consumers of ordinary ecological agricultural products. An analysis of the factors influencing community-based agricultural consumers through the use of the Logit model found that paying attention to attributes of trustworthiness in the food public is a distinction Community mutual aid agricultural consumers and consumers of similar eco-products an important indicator. The results show that the consumers of community-based agriculture are middle-aged and young women who are predominantly female, highly educated and above average in middle income. They are concerned about the trustworthy attributes of food search products, experience products and personal items, with a particular emphasis on the trustworthiness of the food public people. Finally, we put forward suggestions on the future development of community-based agriculture in Beijing from both producers and consumers.