消费者对转基因食品感知风险影响因素分析
An Analysis of Influencing Factors About Consumer Perceived Risk for GMF

采用西安市区消费者的调研数据,分析消费者对转基因食品感知风险的认知程度,并利用结构方程模型研究了影响感知风险的主要因素。结果表明:不同人口特征在转基因食品感知风险上存在显著差异,消费者对转基因技术的态度、转基因食品知识、社会信任与感知风险呈显著负向关系,对健康的关心与感知风险呈显著正向关系。最后根据研究结果,提出政策建议。
Based on the data from sample survey of consumers in Xi’an city, this paper analyzes the perception of consumer on GMF perceived risk, and studies the main factors influencing the perceived risk by using Structural Equation Model. The result shows that there are significant differences about consumer perceived risk in different population characteristics. The attitude to GM technology and knowledge about GMF and social trust have negative impact on the perceived risk, while concern for health can positively influence the perceived risk. Finally, we put forward managerial implications based on empirical analysis.