城市居民茶叶质量安全风险认知与处理策略调查研究

Investigation and study on the cognition and treatment of tea quality and safety risk of urban residents

中文关键词:  质量安全风险  茶叶  风险认知  处理策略

英文关键词:quality and safety risk  tea  risk cognition  treatment strategy

中文摘要:

      目的 提出精准的消费者食品安全风险认知引导策略, 有效降低或消除消费者的恐慌心理, 保障茶叶消费市场的可持续发展。方法 以问卷调查的方式, 调查了杭州、福州、深圳、济南、西安等5个地区2500名消费者对茶叶质量安全的担心程度、购买茶叶时对质量安全的关注程度和茶叶质量安全风险来源认知等方面的内容。结果 消费者对茶叶质量安全问题较为担忧与敏感, 其感知到的质量安全风险对消费决策行为有重要的影响, 其中以农药为代表的外源性物质的使用是消费者感知到的最主要的质量安全风险, 并且消费者农残的容忍度很低。结论 为了更好的引导消费者, 有关部门不仅要做好舆情监测, 积极与消费者进行沟通, 最小化质量安全危机所带来的负面影响; 还要大力普及农药残留和食品质量安全知识, 减轻消费者潜在的恐慌心理; 更要进一步推广和规范第三方认证制度, 鼓励企业进行品牌化经营, 有效降低消费者质量安全风险感知水平。

英文摘要:

      Objective To investigate the accurate guidance strategies of consumers’ food safety risk cognition, in order to effectively reduce or even eliminate consumers’ panic in food consumption, and ensure the sustainable development of tea consumption market. Methods The investigation was conducted in the form of questionnaire survey. 2500consumers in 5 regions were questioned, including Hangzhou, Fuzhou, Shenzhen, Jinan and Xi'an. The questionnaire was about concerns of tea quality safety, attentions to quality and safety of consumers when they were buying tea, also about perceptions of the sources of quality and safety risk. Results Consumers were sensitive to tea quality and safety problems, and their perception of quality and safety risk had an important influence on their behaviors. Moreover, the use of exogenous substances represented by pesticides was the most important quality and safety risk, and consumers’ tolerance for pesticide residue was very low. Conclusion In order to guide consumers, relevant departments should firstly make public opinion monitoring and actively communicate with consumers, to minimize the negative impact of the crisis of tea quality safety, secondly vigorously popularize knowledge of pesticide residues and food safety, to reduce the potential consumer panic, and thirdly promote and standardize the third party certification system, encourage enterprises to carry out the brand management, to reduce consumers' perception of quality and safety risk level.