北京市消费者对农产品质量安全风险交流的诉求调查研究

目的全面了解北京市消费者对当前农产品质量安全风险交流现状的满意度及交流内容、信息发布主体、信息发布渠道的基本诉求,有针对性地提出有效的风险交流策略。方法随机对北京市450名消费者开展了问卷调查,主要采用了描述性统计分析、SPSS相关分析、差异性分析。结果除了性别,不同年龄、职业、学历、月收入被调查者在满意度及最信任信息发布主体方面均存在显著差异;风险防控科普知识、风险监测评估的相关情况、风险管理的政策法规、企业风险控制措施、国内外有关的食品安全标准与满意度均无显著相关性,热点问题的专业性解读、风险对健康的影响与满意度具有显著负相关性;政府权威部门及电视科普节目是信任度最高的信息发布主体和交流渠道。结论本文提出了两点提升风险交流效果的建议:细化风险交流主体,优选风险交流策略;增加风险交流强度,调整风险交流方式。

Research on the customer demands of agricultural products quality and safety risk communication in Beijing

In order to understand customer demands of agricultural products quality and safety risk communication and carry out risk communication targeted, a questionnaire survey was conducted on 450 consumers in Beijing. The statistical analysis results shows that there are significant differences in consumer satisfaction and the most trusted information. The government authorities is the highest degree of trust information publisher and the television science programs are the most important channels of communication. Finally, the paper proposes two suggestions to improve the effect of agricultural products quality and safety risk communication work.