| 摘要: |
| 目的 食品标签作为向消费者传递产品信息的重要载体， 成为消费者了解食品安全信息最直接有效的途径， 探究了消费者对食品标签上包装信息的需求情况。 方法 以牛奶包装标签信息为例， 在山东省的 6 个城市中选取了 348 个消费者样本展开问卷调研， 对数据进行了描述性统计分析。 结果在消费者对食品质量安全高度关注的背景下， 对牛奶不同包装标签信息的信任程度、关注程度与便利性评价总体较为一致， 但个别信息仍显示出消费者信息需求与现有包装设计的矛盾。 结论 政府及厂商应针对消费者信息需求与使用行为特征， 规范包装标签设计， 加强乳品质量安全管理， 有助于发挥食品安全认证标签等多种包装信息的作用 ，恢复消费者对乳品质量安全的信心。 |
| 关键词: 包装信息 食品安全 风险感知 供需矛盾 |
| DOI： |
| 分类号:TS206 |
| 基金项目:国家自然科学基金（71203122）； 教育部人文社科资助项目（11YJCZH013）； 产品包装与物流广东普通高校重点实验室开放基金资助（2011008）； 山东省优秀中青年科学家科研奖励基金（BS2012CL019） |
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| Consumers′ Demand for Food Packaging Label Information |
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WANG Yuan1, CHEN Mo1, YIN Shi-jiu1, WANG Zhi-wei2
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1.Qufu Normal University， Rizhao 276826， China;2.Jinan University， Guangzhou 510632， China
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| Abstract: |
| Objective As an important information carrier, food labels become the most direct and effective way for consumers to know food safety information. So this paper intends to study the supply-demand relationship between food label and consumers. Methods Milk was taken as an example, a survey was conducted in 348 consumers from six cities of Shandong province in the form of questionnaire. Results The results showed that in the background of consumers′ high attention on food quality and safety, consumers′ trust degree, focus degree and convenience evaluation on different packaging information were relatively consistent. But some information still had supply-demand contradiction. Conclusion To develop the function of more packaging information, such as safety certification labels, and restore consumers′ confidence in the quality and safety of dairy products, we should specify packaging label design on the basis of consumer′ s information demand and using behavior. |
| Key words: packaging information food safety risk perception supply-demand contradiction |
