消费者对不同标志乳制品(有机与绿色)偏好程度的研究
Research on Consumers’ Preference for Dairy Products with Different Labels (Organic and Green)

随着消费者健康意识的增强和乳制品市场的多元化发展，有机乳制品和绿色乳制品逐渐成为市场的新宠。文章旨在探讨消费者对这两种不同标志乳制品的偏好程度及其影响因素。通过对重庆地区消费者的问卷调查和数据分析，文章揭示了消费者对有机乳制品和绿色乳制品的认知、购买倾向及影响因素，并为企业提供了针对性的发展对策。研究发现，消费者对于有机乳制品和绿色乳制品的偏好受个人特征、产品认知及经济因素等多重影响，这为乳制品企业优化产品结构和市场策略提供了重要参考。
With the enhancement of consumers’ health awareness and the diversified development of dairy products market, organic dairy products and green dairy products have gradually become the new favorites of the market. The purpose of this paper is to explore the degree of consumers’ preference for these two different dairy products and the influencing factors. Through a questionnaire survey and data analysis of consumers in Chongqing, this paper reveals consumers’ cognition, purchasing tendencies, and influencing factors of organic dairy products and green dairy products and provides targeted development countermeasures for enterprises. It was found that consumers’ preference for organic dairy products and green dairy products is influenced by personal characteristics, product cognition, and economic factors, which provides an important reference for dairy enterprises to optimize product structure and market strategy.