摘要
本文从消费心理角度揭示了居民杂粮消费的动力机制和作用路径,基于8个荞麦主产省份实地调研的1888位受访者数据,运用Logit模型剖析了健康意识和从众心理的关键诱因,采用PSM模型测算了健康意识觉醒和从众行为对杂粮消费的影响效应,比较了影响效应在不同年龄、受教育程度和地域下的组群差异。研究发现,(1)健康意识对居民杂粮消费影响的净效应为3.259%,从众行为影响的净效应为2.152%,居民杂粮消费的主要动力来自健康意识的觉醒,但从众消费也起到了一定的放大效应;(2)不同社会群体的消费心理及其对杂粮消费影响的净效应存在显著的差异性,主要体现在性别、年龄、受教育程度和地域上;(3)健康意识和从众心理受到个体特征、家庭特征、健康状况、意志品质、社会信任、市场教育和地域特征等因素的显著影响。本文认为,倡导健康饮食、防范跟风消费是保障消费者杂粮需求稳定增长、引导杂粮产业高质量发展的关键。
The research reveals the driving mechanism and action path of residents’ miscellaneous grain consumption from the perspective of consumer psychology. It explores the key incentive of health awareness and Herd Behavior through the Logit Model, based on the data of 1888 respondents from a field survey in 8 major buckwheat-producing provinces. Using the propensity score matching method(PSM), this paper measured the effects of health awareness awakening and Herd Behavior on the consumption of miscellaneous grain and compared the group differences of those effects among different ages, education levels, and regions. The research finds that:(1) the net effect of health awareness on residents’ miscellaneous grain consumption was 3.259%, while the net effect of Herd behavior was 2.152%. The main driving force of residents’ miscellaneous grain consumption came from the awakening of health awareness, but the consumption of follow-up food also played a certain amplification effect.(2) The consumption psychology of different social groups and its net effect on the consumption of miscellaneous grain are significantly different, which is mainly reflected in the difference in gender, age, education, and region.(3) Individual characteristics, family characteristics, health status, will quality, social trust, Product advertising regional characteristics, and other factors significantly affect the health consciousness and Herd behavior of residents. This paper proposes that the keys to guarantee the stable growth of consumer demand for miscellaneous grain and guide the high-quality development of the miscellaneous grain industry are advocating a healthy diet and preventing following the trend of consumption.
作者
黄毅祥
刘宽斌
赵敏娟
HUANG Yixiang;LIU Kuanbin;ZHAO Minjuan
出处
《农业技术经济》
CSSCI
北大核心
2022年第2期110-125,共16页
Journal of Agrotechnical Economics
基金
国家现代农业产业技术体系“‘十三五’燕麦荞麦产业经济”(编号:CARS-07-F-1)
陕西省自然科学基础研究计划“陕西省小宗农产品产业链博弈机理与价格稳定机制研究”(编号:2020JQ-282)
重庆市社会科学规划项目“电子商务对欠发达地区农村女性就业的影响机理研究”(编号:2020QNGL32)
中央高校基本科研业务费专项资金资助项目“博弈视域下小宗农产品价格波动机制与调控策略研究”(编号:2452020066)
中国博士后科学基金资助项目“小宗农产品供应链博弈机理与价格稳定策略研究”(编号:2021M692654)。
关键词
杂粮消费
健康意识
从众心理
消费意愿
倾向得分匹配法
Miscellaneous grain consumption
Health awareness
Herd mentality
Consumer willingness
PSM
