CONSUMERS' PERCEPTIONS OF QUALITY ATTRIBUTES OF LIVESTOCK PRODUCTS AND THEIR INFLUENCE ON CONSUMPTION——A CASE STUDY OF CHICKEN MEAT
In this paper,taking chicken meat as an example and base our research on data from 931 micro samples from five provinces,we examined consumers' perception of two quality attributes of livestock products,namely nutrition and safety,and empirically analyzed the impact of consumers' perceptions of quality and safety on consumption behavior through the construction of the Gologit model. The results were indicated as follows. (1) Chicken meat is a type of white meat that had significant nutritional and health advantages of "three lows and one high". But consumers' subjective knowledge and recognition of the nutritional value of chicken meat were not high,and their evaluation of the quality and safety of chicken meat was also low. (2) Consumers' perception of chicken meat's quality attributes significantly influenced consumption behavior. As consumers' evaluation of nutritional attributes and safety attributes increased,the probability of low-frequency and medium-frequency consumption decreased,and the probability of high-frequency consumption increased. Therefore,enhancing consumer confidence in the nutrition and safety of chicken meat will lead to an increase in the frequency of consumers' chicken consumption. Based on the analysis results,this research proposes countermeasures and suggestions for strengthening related science popularization and publicity,enhancing the supervision of livestock and poultry product quality and safety and scientific and technological research,and upgrading the informationization level of the livestock and poultry industry.
quality attributes of livestock productsperception levelconsumption behaviorGologit model
万方数据
