北京市消费者对农产品质量安全风险交流的诉求调查研究

Research on the customer demands of agricultural products quality and safety risk communication in Beijing

中文关键词:  农产品质量安全  风险交流  满意度  诉求

英文关键词:agricultural products quality and safety  risk communication  satisfaction  demand

中文摘要:

      目的 全面了解北京市消费者对当前农产品质量安全风险交流现状的满意度及交流内容、信息发布主体、信息发布渠道的基本诉求, 有针对性地提出有效的风险交流策略。方法 随机对北京市450名消费者开展了问卷调查, 主要采用了描述性统计分析、SPSS相关分析、差异性分析。结果 除了性别, 不同年龄、职业、学历、月收入被调查者在满意度及最信任信息发布主体方面均存在显著差异; 风险防控科普知识、风险监测评估的相关情况、风险管理的政策法规、企业风险控制措施、国内外有关的食品安全标准与满意度均无显著相关性, 热点问题的专业性解读、风险对健康的影响与满意度具有显著负相关性; 政府权威部门及电视科普节目是信任度最高的信息发布主体和交流渠道。结论 本文提出了两点提升风险交流效果的建议: 细化风险交流主体, 优选风险交流策略; 增加风险交流强度, 调整风险交流方式。

英文摘要:

      Objective To comprehensively understand the consumers' satisfaction with the present situation of agricultural product quality and safety risk communication, the basic demands of the main body of information distribution and information distribution channels, and put forward effective risk communication strategies in a targeted way. Methods Four hundred and fifty consumers were selected to answer the question investigation in Beijing randomly, and descriptive statistical analysis, correlation analysis, and difference analysis were used in this study. Results There were significant differences in consumer satisfaction and the most trusted body of information distribution among different age, occupation, educational background and monthly income, except for sex. Popular science knowledge of risk prevention and control, relevant circumstances of risk monitoring and evaluation, risk management policies and regulations, risk control measures of enterprise, domestic and international food safety standards satisfaction were not significantly correlated with satisfaction. Hot issues of professional interpretation and the influence of the risk to health had significant negative correlation with satisfaction. The government authorities and popular science television program were the most trustworthy information release subject and communication channels. Conclusion This paper puts forward two proposals to improve the effect of risk communication: refining risk communication subjects, optimizing risk communication strategy; increasing risk communication intensity and adjusting risk communication mode.