Abstract:

Understanding consumers’ perceptions and choices about the quality and safety of livestock products is of great significance to effectively convey quality and safety information from the supply side， deepen the supply-side structural reform of the livestock industry and promote its development. Based on a systematic review of relevant progress， this paper summarized consumers’ concerns， understanding， preference， evaluation， willingness to pay， and purchasing behavior to the quality and safety of livestock products. The analysis indicated that Chinese consumers had a high level of concern for the quality and safety of livestock products， but a low level of understanding， and their evaluation on the quality and safety of livestock products was not optimistic. Although consumers were willing to pay a premium for high quality and safety livestock products， there was a deviation between the needs and preferences of consumers and their actual behavioural choices. Consumers’ socio-demographic characteristics， as well as their perception and evaluation on the quality and safety of livestock products and their trust in the agricultural certification system， were important factors influencing consumers’ willingness to pay and their behavioural choices. This paper also pointed out that with China entering a new era of socialism， there had been significant changes in the consumption environment and demands. In recent years， there had been a relative lack of research into consumers’ perceptions and behavioural choices about the quality and safety of livestock products， requiring new research and judgement to provide support for government to manage and guide industry production and consumption， as well as supply-side operators to correctly understand and match consumer preferences.

Key words: quality and safety, consumers, livestock products, perceptions, behavioural choices

摘要：

研判消费者对畜产品质量安全的认知及行为选择对有效传递供给端畜产品质量安全信息、深化畜牧业供给侧结构性改革、推动畜牧业兴旺发展具有重要意义。在系统梳理相关研究进展的基础上，归纳总结了我国消费者对畜产品质量安全的关注、了解、偏好、评价、支付意愿及购买行为。发现我国消费者对畜产品质量安全的关注程度高，但了解程度较低，对畜产品质量安全的评价并不乐观；虽然消费者愿意为高质量安全的畜产品支付一定的溢价成本，但其需求和偏好与实际行为选择存在偏差；消费者的社会人口特征及其对畜产品质量安全的认知和评价、对产品认证系统的信任程度等因素是影响消费行为的重要因素。同时，随着我国进入社会主义新时代，消费环境与需求发生了较大变化，近年来关于消费者对畜产品质量安全认知的研究相对缺乏，需要进行新的研判， 以便为政府部门管理和指导行业生产消费，以及供给端经营主体正确了解并匹配消费者偏好提供科学支撑。

关键词: 质量安全, 消费者, 畜产品, 认知, 行为选择