食品安全事件冲击下的消费者食品安全风险感知与应对行为分析
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摘要
食品安全问题关系到居民健康和食品产业发展,然而食品安全风险无处不在。即使最严格最大成本的食品安全管理措施也不能保证绝对的食品安全,具有危害性和严重影响的食品安全事件在国内外频繁发生,例如,疯牛病事件、口蹄疫事件、禽流感事件、德国毒黄瓜事件及我国近年发生的三聚氰胺事件。因此,如何应对食品安全事件冲击是食品安全管理研究的重要内容。
食品安全事件冲击对消费者的影响主要表现在三个方面：(1)消费者食品安全风险感知提高,表现为消费者恐慌情绪增加；(2)消费者控制感降低,主要是对政府公共管理能力信任降低,对企业信任降低；(3)消费者采取应对行为规避食品安全风险,表现为食品消费市场的剧烈波动。因此,食品安全冲击应对政策的目标既包括恢复食品消费市场,也包括降低消费者食品安全风险感知,恢复消费者控制感。
然而,我国食品安全事件冲击的应对政策存在严重问题,导致食品安全事件冲击后我国消费者食品安全风险感知长期较高,对政府和企业信任非常低,食品市场恢复缓慢。基于以上分析,研究食品安全事件冲击下消费者食品安全风险感知及应对行为,对于制定食品安全事件冲击的应对政策有重要意义。
本研究以三聚氰胺事件冲击为例,基于事件冲击后多个时间点消费者问卷调查数据,分析食品安全事件中消费者风险感知与应对行为的影响因素,描述食品安全事件冲击后消费者食品安全风险感知及应对行为的变动,以二元Logit模型、有序Logit模型和多元Logit模型,实证研究食品安全事件冲击下消费者食品安全风险感及应对行为的影响因素,提出有效的食品安全风险交流以降低消费者食品安全风险感知,保持消费者对政府及企业的信任,稳定食品消费市场的政策建议。
本文的创新点主要体现在：(1)以实证的方法研究了食品安全事件冲击下消费者风险感知与应对行为。以往研究主要关注一般情况下消费者对食品安全属性的支付意愿和购买行为,而食品安全事件冲击后消费者风险感知和应对行为不断变动,本研究以食品安全事件冲击后三个时间点调查数据,研究了食品安全事件冲击后消费者风险感知和应对行为,丰富了消费者行为的研究,同时为政府制定食品安全事件应急管理政策提供了依据。(2)随着行为经济学的兴起,经济学理论进展越来越重视个体心理认知因素对行为的影响,考虑到食品安全事件冲击下消费者食品安全风险感知对应对行为的重要影响,本文系统研究了影响消费者食品安全风险感知的因素,并分析了消费者食品安全风险感知对消费者行为影响,这对于理解食品安全事件冲击后消费者风险感知变动和应对行为有重要意义。
研究的主要内容和结论陈述如下：
1、分析食品安全事件中消费者风险感知与应对行为的影响因素。已有理论研究表明,行为意向控制实际行为,而行为意向在突发风险事件背景下主要受风险感知和控制感的影响。个人家庭特征、风险信息和控制感是影响风险感知的重要因素,对风险危害程度估计高,对危害不确定性估计高的人群风险感知更强烈,控制感强的人群风险感知更低,而控制感主要源于长期建立的信任关系。而风险感知高的人群越倾向采取应对行为。
2、描述食品安全事件冲击后消费者食品安全风险感知及应对行为的变动。描述性统计发现,南京城市消费者对目前奶制品质量安全长期比较担忧,消费者对政府和企业信任处于较低水平。相比较与三聚氰胺事件发生大约半年,目前消费者对奶制品质量安全的风险感知更为消极,对奶制品质量安全更为担忧、对国产品牌的产品安全表示担心,但是消费者对三聚氰胺事件的成因和危害认识更为理性,奶制品消费数量逐步恢复。同时,消费者对政府和企业的信任仍然处于较低水平,消费者对政府解决社会食品安全问题的能力、监管部门的责任心及政府发布的食品安全信息都缺乏信任；消费者对企业食品安全控制行为的有效性及信息的可信性都表示质疑。另外,消费者对电视、网络等媒体信息都缺乏信任,表明我国食品安全市场陷入信任危机。因此,三聚氰胺事件发生三年后,该事件对食品安全市场的负面影响仍然未消除,政府需要充分考虑目前食品安全市场现状,对食品安全事件发生之后的应急管理机制的有效性进行重新评估。
3、食品安全事件冲击后对消费者食品安全风险感知影响因素的研究。研究发现,消费者对奶粉安全的态度受教育程度、对食品安全事件的了解、对政府事后行为的感知、对替代品安全态度等因素的影响,不同因素影响的方向和程度有所差异。具体而言,教育程度高、对食品安全事件了解和对政府事后行为的认可,可以有效降低消费者对奶粉安全担忧,而食品安全的一贯担忧的消费者更容易担忧。消费者食品安全风险感知变动的影响因素研究表明,遗忘不能自动降低食品安全风险感知,频繁发生的食品安全事件加重了食品安全风险感知。食品安全事件冲击后对消费者信任影响因素的研究发现：三聚氰胺事件冲击后消费者食品安全信任大幅降低,同时消费者对国家免检产品和品牌产品信任下降,三聚氰胺事件对消费者食品安全信任产生严重负面影响。通过计量分析发现,三聚氰胺事件之前制度信任和能力信任是影响消费者食品安全信任的重要因素,然而,三聚氰胺事件后制度信任和能力信任的影响不显著,政府与企业事后行为是影响消费者食品安全信任的重要因素。同时,消费者收入、家庭人口结构与教育程度也是影响消费者食品安全信任的重要因素。
4、食品安全事件冲击后对消费者应对行为影响因素的研究。三聚氰胺事件之后城市消费者对奶制品安全仍然不放心,而且评价更为负面。三聚氰胺事件冲击,使大部分消费者采取减少消费、改变品牌及综合策略规避食品安全风险。通过计量分析发现,食品安全风险感知、性别、收入等因素都影响消费者购买决策行为。另外,食品安全事件发生后不同时间点消费者购买决策行为存在显著差异。进一步分析消费者食品安全风险感知的影响因素发现,消费者对政府公共管理能力的信任、三聚氰胺事件的了解程度及调研时间均影响消费者食品安全风险感知。
最后提出完善我国食品安全事件应对政策的建议。应对食品安全事件冲击的关键是构建开放、透明的食品安全事件应对政策体系,重视食品安全风险交流在食品安全事件应急管理中的作用,通过针对不同消费者群体的信息交流和干预,降低消费者食品安全风险感知,避免消费者恐慌性应对行为的发生。
Food safety is closely related to people's health as well as the sound development of the food industry. However, hazards in food safety can be found everywhere. Even the most stringent and costly regulation cannot guarantee100%safety of food. Food safety incidents causing danger and serious impact take place both home and abroad, such as the Mad Cow Incident, the Foot-and-mouth Disease, the Avian Influenza Incident, the Poisonous Cucumber Incident in Germany, and the recent Melamine Incident in China. So it is an important part of the food safety regulation study to know how to deal with the impact of the food safety incidents.
The impact of food safety incidents on consumers is mainly reflected in three aspects:(1) consumers get more aware of the hazards in food safety and get into a panic;(2) consumers have lost confidence in administration and enterprises;(3) consumers take measures to avoid the hazards in food safety and there appears a fierce fluctuation in the food market. Accordingly, in order to deal with the impact of food safety incidents successfully, we should stimulate food consumption as well as reduce consumers'concerns about food safety hazards.
There are serious problems in the policies in China of dealing with the impact of the food safety incidents. As a result, consumers are in a state of panic following the incidents and have little confidence in administration and enterprises, and the recovery witnessed in the food market is quite slow. In a word, the study of consumers'response to food safety incidents is of great significance to the formulation of policies dealing with the impact.
Taking the Melamine Incident as an instance and based on the data collected from the post-incident questionnaire, this study aims to analyze how consumers' response to food safety incidents is influenced by their awareness of and confidence in food safety, how their awareness and confidence changes after the occurrence of food safety incidents, and which factors are imposing an influence upon consumers' awareness, confidence and response, so as to propose effective suggestions to the policies of reducing consumers'concerns, maintaining their confidence and stabilizing the food market. The key points and conclusions of the study are as follows:
Analysis of how consumers'response to food safety incidents is influenced by their awareness of and confidence in food safety. According to existing theories, people's behavior is determined by their intention, which under emergencies is mainly influenced by their awareness of risks and sense of control. Family characteristics, knowledge of risks and the sense of control are key factors that influence the awareness of risks:those who have a higher estimation of the danger of risks as well as the uncertainty of dangers would be more aware of risks; those who have a strong sense of control, which is based on the long-term trust, would be less aware. Those who are more aware of risks tend to take measures.
Description of how consumers' awareness and confidence changes after the occurrence of food safety incidents. According to the statistics, the urban consumers of Nanjing city now have a long-term concern about the quality of dairy products, and they don't have much confidence in administration and enterprises. Compared with half a year ago before the Melamine Incident took place, consumers now have a negative view of dairy products and are more concerned about the quality of home-made products. However, they still examine the causes and impacts of the Incident in such a rational way that the recovery of dairy product consumption is on the way. Also, consumers'confidence in administration and enterprises is at a low level. There is a lack of confidence among them in the capability of administration in dealing with food safety hazards, the sense of responsibility of regulation departments as well as the information of food safety released by the government; and they deeply doubt the effectiveness of enterprises' quality control measures and the validity of the information given. Besides, consumers don't quite believe in the information on TV, Internet and other media, which signifies that the food market in China now is stuck in a crisis of confidence. In three years after the Melamine Incident, the negative impact of the Incident on the food market still exists. The administration should take the current situation into full account and reevaluate the effectiveness of the emergency response mechanism for food safety incidents.
Study of the factors imposing an influence upon consumers' awareness of food safety risks. The study has found out that, consumers' attitudes towards the quality of dairy products are influenced by their educational attainment, knowledge of the incident, their awareness of the government's response, and the attitude towards the quality of alternative products. The influence of different factors varies in direction and extent. To be specific, a higher level of educational attainment, more knowledge of the incident and the approval for the government's response will reduce the concern about the product quality. Those who have a long-concern about food safety will be more vulnerable. The study of the factors points out that even if the consumers forget about the food safety incidents, their concern might not be reduced accordingly and the frequent occurrence of food safety incidents will make them more concerned.
Study of the factors imposing an influence upon consumers'confidence. According to the statistics, the Melamine Incident witnessed a dramatic drop of consumers' confidence in food safety, and they don't have confidence in the inspection-free and brand-name products as before, which means that the Incident has imposed a quite negative influence. The quantitative analysis in the study reveals that before the Incident, consumers'confidence in food safety was mainly influenced by the confidence in mechanisms and the capability of administration, which is no longer a key factor after the Incident. After the Melamine Incident, the response of the government and enterprises becomes the most important factor, while the income, family structure and educational attainment of consumers also impose an influence.
Study of the factors imposing an influence upon consumers' response. The Incident makes the consumers worried about the quality of dairy products. As a result, most of them take such measures as reduce the amount of consumption and shift to other brands to avoid the risks. According the quantitative analysis, consumers'consumption decisions are influenced by the factors of their awareness of risks, gender and income. Besides, their consumption behavior varies at different periods after the Incident took place. Further analysis of the factors points out that, consumers' confidence in administration, knowledge of the Incident and the amount of time they spend on investigation all have an influence on their awareness of food safety risks.
In the end, the paper proposes suggestions to the policies in China of dealing with food safety incidents. First, information and intervention aimed at different consumers can reduce the over-estimated risks among them. Secondly, with the improvement of the regulation mechanisms and the protection and introduction of home-made products, the organizations protecting consumers'interests can be established, so is consumers' confidence in regulation departments and food manufactories. By doing so, they will get more confident in the quality of home-made food. Thirdly, based on consumers'psychology of avoiding risks after food safety incidents, the administration can give reports of enterprises with high-quality products while exposing those illegal manufactories, so as to avoid the crisis in the whole food industry.
食品安全事件冲击对消费者的影响主要表现在三个方面：(1)消费者食品安全风险感知提高,表现为消费者恐慌情绪增加；(2)消费者控制感降低,主要是对政府公共管理能力信任降低,对企业信任降低；(3)消费者采取应对行为规避食品安全风险,表现为食品消费市场的剧烈波动。因此,食品安全冲击应对政策的目标既包括恢复食品消费市场,也包括降低消费者食品安全风险感知,恢复消费者控制感。
然而,我国食品安全事件冲击的应对政策存在严重问题,导致食品安全事件冲击后我国消费者食品安全风险感知长期较高,对政府和企业信任非常低,食品市场恢复缓慢。基于以上分析,研究食品安全事件冲击下消费者食品安全风险感知及应对行为,对于制定食品安全事件冲击的应对政策有重要意义。
本研究以三聚氰胺事件冲击为例,基于事件冲击后多个时间点消费者问卷调查数据,分析食品安全事件中消费者风险感知与应对行为的影响因素,描述食品安全事件冲击后消费者食品安全风险感知及应对行为的变动,以二元Logit模型、有序Logit模型和多元Logit模型,实证研究食品安全事件冲击下消费者食品安全风险感及应对行为的影响因素,提出有效的食品安全风险交流以降低消费者食品安全风险感知,保持消费者对政府及企业的信任,稳定食品消费市场的政策建议。
本文的创新点主要体现在：(1)以实证的方法研究了食品安全事件冲击下消费者风险感知与应对行为。以往研究主要关注一般情况下消费者对食品安全属性的支付意愿和购买行为,而食品安全事件冲击后消费者风险感知和应对行为不断变动,本研究以食品安全事件冲击后三个时间点调查数据,研究了食品安全事件冲击后消费者风险感知和应对行为,丰富了消费者行为的研究,同时为政府制定食品安全事件应急管理政策提供了依据。(2)随着行为经济学的兴起,经济学理论进展越来越重视个体心理认知因素对行为的影响,考虑到食品安全事件冲击下消费者食品安全风险感知对应对行为的重要影响,本文系统研究了影响消费者食品安全风险感知的因素,并分析了消费者食品安全风险感知对消费者行为影响,这对于理解食品安全事件冲击后消费者风险感知变动和应对行为有重要意义。
研究的主要内容和结论陈述如下：
1、分析食品安全事件中消费者风险感知与应对行为的影响因素。已有理论研究表明,行为意向控制实际行为,而行为意向在突发风险事件背景下主要受风险感知和控制感的影响。个人家庭特征、风险信息和控制感是影响风险感知的重要因素,对风险危害程度估计高,对危害不确定性估计高的人群风险感知更强烈,控制感强的人群风险感知更低,而控制感主要源于长期建立的信任关系。而风险感知高的人群越倾向采取应对行为。
2、描述食品安全事件冲击后消费者食品安全风险感知及应对行为的变动。描述性统计发现,南京城市消费者对目前奶制品质量安全长期比较担忧,消费者对政府和企业信任处于较低水平。相比较与三聚氰胺事件发生大约半年,目前消费者对奶制品质量安全的风险感知更为消极,对奶制品质量安全更为担忧、对国产品牌的产品安全表示担心,但是消费者对三聚氰胺事件的成因和危害认识更为理性,奶制品消费数量逐步恢复。同时,消费者对政府和企业的信任仍然处于较低水平,消费者对政府解决社会食品安全问题的能力、监管部门的责任心及政府发布的食品安全信息都缺乏信任；消费者对企业食品安全控制行为的有效性及信息的可信性都表示质疑。另外,消费者对电视、网络等媒体信息都缺乏信任,表明我国食品安全市场陷入信任危机。因此,三聚氰胺事件发生三年后,该事件对食品安全市场的负面影响仍然未消除,政府需要充分考虑目前食品安全市场现状,对食品安全事件发生之后的应急管理机制的有效性进行重新评估。
3、食品安全事件冲击后对消费者食品安全风险感知影响因素的研究。研究发现,消费者对奶粉安全的态度受教育程度、对食品安全事件的了解、对政府事后行为的感知、对替代品安全态度等因素的影响,不同因素影响的方向和程度有所差异。具体而言,教育程度高、对食品安全事件了解和对政府事后行为的认可,可以有效降低消费者对奶粉安全担忧,而食品安全的一贯担忧的消费者更容易担忧。消费者食品安全风险感知变动的影响因素研究表明,遗忘不能自动降低食品安全风险感知,频繁发生的食品安全事件加重了食品安全风险感知。食品安全事件冲击后对消费者信任影响因素的研究发现：三聚氰胺事件冲击后消费者食品安全信任大幅降低,同时消费者对国家免检产品和品牌产品信任下降,三聚氰胺事件对消费者食品安全信任产生严重负面影响。通过计量分析发现,三聚氰胺事件之前制度信任和能力信任是影响消费者食品安全信任的重要因素,然而,三聚氰胺事件后制度信任和能力信任的影响不显著,政府与企业事后行为是影响消费者食品安全信任的重要因素。同时,消费者收入、家庭人口结构与教育程度也是影响消费者食品安全信任的重要因素。
4、食品安全事件冲击后对消费者应对行为影响因素的研究。三聚氰胺事件之后城市消费者对奶制品安全仍然不放心,而且评价更为负面。三聚氰胺事件冲击,使大部分消费者采取减少消费、改变品牌及综合策略规避食品安全风险。通过计量分析发现,食品安全风险感知、性别、收入等因素都影响消费者购买决策行为。另外,食品安全事件发生后不同时间点消费者购买决策行为存在显著差异。进一步分析消费者食品安全风险感知的影响因素发现,消费者对政府公共管理能力的信任、三聚氰胺事件的了解程度及调研时间均影响消费者食品安全风险感知。
最后提出完善我国食品安全事件应对政策的建议。应对食品安全事件冲击的关键是构建开放、透明的食品安全事件应对政策体系,重视食品安全风险交流在食品安全事件应急管理中的作用,通过针对不同消费者群体的信息交流和干预,降低消费者食品安全风险感知,避免消费者恐慌性应对行为的发生。
Food safety is closely related to people's health as well as the sound development of the food industry. However, hazards in food safety can be found everywhere. Even the most stringent and costly regulation cannot guarantee100%safety of food. Food safety incidents causing danger and serious impact take place both home and abroad, such as the Mad Cow Incident, the Foot-and-mouth Disease, the Avian Influenza Incident, the Poisonous Cucumber Incident in Germany, and the recent Melamine Incident in China. So it is an important part of the food safety regulation study to know how to deal with the impact of the food safety incidents.
The impact of food safety incidents on consumers is mainly reflected in three aspects:(1) consumers get more aware of the hazards in food safety and get into a panic;(2) consumers have lost confidence in administration and enterprises;(3) consumers take measures to avoid the hazards in food safety and there appears a fierce fluctuation in the food market. Accordingly, in order to deal with the impact of food safety incidents successfully, we should stimulate food consumption as well as reduce consumers'concerns about food safety hazards.
There are serious problems in the policies in China of dealing with the impact of the food safety incidents. As a result, consumers are in a state of panic following the incidents and have little confidence in administration and enterprises, and the recovery witnessed in the food market is quite slow. In a word, the study of consumers'response to food safety incidents is of great significance to the formulation of policies dealing with the impact.
Taking the Melamine Incident as an instance and based on the data collected from the post-incident questionnaire, this study aims to analyze how consumers' response to food safety incidents is influenced by their awareness of and confidence in food safety, how their awareness and confidence changes after the occurrence of food safety incidents, and which factors are imposing an influence upon consumers' awareness, confidence and response, so as to propose effective suggestions to the policies of reducing consumers'concerns, maintaining their confidence and stabilizing the food market. The key points and conclusions of the study are as follows:
Analysis of how consumers'response to food safety incidents is influenced by their awareness of and confidence in food safety. According to existing theories, people's behavior is determined by their intention, which under emergencies is mainly influenced by their awareness of risks and sense of control. Family characteristics, knowledge of risks and the sense of control are key factors that influence the awareness of risks:those who have a higher estimation of the danger of risks as well as the uncertainty of dangers would be more aware of risks; those who have a strong sense of control, which is based on the long-term trust, would be less aware. Those who are more aware of risks tend to take measures.
Description of how consumers' awareness and confidence changes after the occurrence of food safety incidents. According to the statistics, the urban consumers of Nanjing city now have a long-term concern about the quality of dairy products, and they don't have much confidence in administration and enterprises. Compared with half a year ago before the Melamine Incident took place, consumers now have a negative view of dairy products and are more concerned about the quality of home-made products. However, they still examine the causes and impacts of the Incident in such a rational way that the recovery of dairy product consumption is on the way. Also, consumers'confidence in administration and enterprises is at a low level. There is a lack of confidence among them in the capability of administration in dealing with food safety hazards, the sense of responsibility of regulation departments as well as the information of food safety released by the government; and they deeply doubt the effectiveness of enterprises' quality control measures and the validity of the information given. Besides, consumers don't quite believe in the information on TV, Internet and other media, which signifies that the food market in China now is stuck in a crisis of confidence. In three years after the Melamine Incident, the negative impact of the Incident on the food market still exists. The administration should take the current situation into full account and reevaluate the effectiveness of the emergency response mechanism for food safety incidents.
Study of the factors imposing an influence upon consumers' awareness of food safety risks. The study has found out that, consumers' attitudes towards the quality of dairy products are influenced by their educational attainment, knowledge of the incident, their awareness of the government's response, and the attitude towards the quality of alternative products. The influence of different factors varies in direction and extent. To be specific, a higher level of educational attainment, more knowledge of the incident and the approval for the government's response will reduce the concern about the product quality. Those who have a long-concern about food safety will be more vulnerable. The study of the factors points out that even if the consumers forget about the food safety incidents, their concern might not be reduced accordingly and the frequent occurrence of food safety incidents will make them more concerned.
Study of the factors imposing an influence upon consumers'confidence. According to the statistics, the Melamine Incident witnessed a dramatic drop of consumers' confidence in food safety, and they don't have confidence in the inspection-free and brand-name products as before, which means that the Incident has imposed a quite negative influence. The quantitative analysis in the study reveals that before the Incident, consumers'confidence in food safety was mainly influenced by the confidence in mechanisms and the capability of administration, which is no longer a key factor after the Incident. After the Melamine Incident, the response of the government and enterprises becomes the most important factor, while the income, family structure and educational attainment of consumers also impose an influence.
Study of the factors imposing an influence upon consumers' response. The Incident makes the consumers worried about the quality of dairy products. As a result, most of them take such measures as reduce the amount of consumption and shift to other brands to avoid the risks. According the quantitative analysis, consumers'consumption decisions are influenced by the factors of their awareness of risks, gender and income. Besides, their consumption behavior varies at different periods after the Incident took place. Further analysis of the factors points out that, consumers' confidence in administration, knowledge of the Incident and the amount of time they spend on investigation all have an influence on their awareness of food safety risks.
In the end, the paper proposes suggestions to the policies in China of dealing with food safety incidents. First, information and intervention aimed at different consumers can reduce the over-estimated risks among them. Secondly, with the improvement of the regulation mechanisms and the protection and introduction of home-made products, the organizations protecting consumers'interests can be established, so is consumers' confidence in regulation departments and food manufactories. By doing so, they will get more confident in the quality of home-made food. Thirdly, based on consumers'psychology of avoiding risks after food safety incidents, the administration can give reports of enterprises with high-quality products while exposing those illegal manufactories, so as to avoid the crisis in the whole food industry.
引文
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