政府宣传、消费者认知与农产品质量安全满意度——基于浙江省18个区县的调查数据

doi:10.3969/j.issn.1004-1524.20240016

浙江农业学报 ›› 2024, Vol. 36 ›› Issue (11): 2635-2646.DOI: 10.3969/j.issn.1004-1524.20240016

政府宣传、消费者认知与农产品质量安全满意度——基于浙江省18个区县的调查数据

喻佳节(), 柯福艳(), 徐知渊

浙江省农业科学院农村发展研究所,浙江杭州 310021

收稿日期:2023-12-29 出版日期:2024-11-25 发布日期:2024-11-27
作者简介:喻佳节(1993—),男,湖北黄梅人,博士,助理研究员,主要研究方向为农业经济理论与政策。E-mail:remicayu@163.com
通讯作者: *柯福艳,E-mail:1261375852@qq.com
基金资助:
浙江省农业农村厅项目(CTZB-F190505LWZ-SNY1)

Government propaganda, consumer awareness and satisfaction with quality and safety of agricultural products: based on survey data from 18 districts and counties in Zhejiang Province, China

YU Jiajie(), KE Fuyan(), XU Zhiyuan

Institute of Rural Development, Zhejiang Academy of Agricultural Sciences, Hangzhou 310021, China

Received:2023-12-29 Online:2024-11-25 Published:2024-11-27

摘要/Abstract

摘要：

提升消费者农产品质量安全满意度是政府农产品质量安全工作中的重要目标之一。文章基于浙江省18个区县的3 060个消费者调查数据,利用Oprobit模型,探讨了政府宣传对消费者农产品质量安全满意度的影响及其作用机制。研究发现,政府宣传显著提升了消费者农产品质量安全满意度。机制分析表明,消费者农产品质量安全认知在政府宣传对农产品质量安全满意度的影响中发挥中介效应。异质性研究发现,政府宣传在年轻组和高受教育程度组上发挥了更加有效的作用。为此,建议加大农产品质量安全宣传力度,提高宣传的针对性,进而提升消费者农产品质量安全满意度。

关键词: 政府宣传, 消费者认知, 农产品质量安全, 满意度

Abstract:

Improving consumers’ satisfaction with the quality and safety of agricultural products is one of the important goals of the government’s agricultural product quality and safety work. Based on 3 060 consumer survey data from 18 districts and counties in Zhejiang Province, this article uses the Oprobit model to explore the impact of government propaganda on consumer satisfaction with the quality and safety of agricultural products and its mechanism. The study found that government propaganda significantly improved consumer satisfaction with the quality and safety of agricultural products. Mechanism analysis shows that consumers’ awareness of agricultural product quality and safety plays a mediating effect on the impact of government propaganda on agricultural product quality and safety satisfaction. The heterogeneity study found that government propaganda played a more effective role in the young group and the highly educated group. To this end, it is recommended to increase publicity on the quality and safety of agricultural products and improve the pertinence of the publicity, thereby improving consumers’ satisfaction with the quality and safety of agricultural products.

Key words: government propaganda, consumer cognition, quality and safety of agricultural products, satisfaction

中图分类号:

F322.3

喻佳节, 柯福艳, 徐知渊. 政府宣传、消费者认知与农产品质量安全满意度——基于浙江省18个区县的调查数据[J]. 浙江农业学报, 2024, 36(11): 2635-2646.

YU Jiajie, KE Fuyan, XU Zhiyuan. Government propaganda, consumer awareness and satisfaction with quality and safety of agricultural products: based on survey data from 18 districts and counties in Zhejiang Province, China[J]. Acta Agriculturae Zhejiangensis, 2024, 36(11): 2635-2646.

图/表 7

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指标 Index	选项 Option	样本量 Sample size	比例 Ratio/%	指标 Index	选项 Option	样本量 Sample size	比例 Ratio/%
性别Gender	男Male	1 228	40.13	受教育程度	高中及以下	1 780	58.17
	女Female	1 832	59.87	Educational level	High school and below
					本科及以上Bachelor or above	1 280	41.83
受访者年龄	≤40	1 114	36.41	家庭人均收入	<5万元<50 000 yuan	1 939	63.37
Age of	41~60	1 565	51.14	Household income	5~10万元50 000~100 000 yuan	663	21.67
respondents	≥61	381	12.45	per capita	>10万元>100 000 yuan	458	14.96

指标 Index	选项 Option	样本量 Sample size	比例 Ratio/%	指标 Index	选项 Option	样本量 Sample size	比例 Ratio/%
性别Gender	男Male	1 228	40.13	受教育程度	高中及以下	1 780	58.17
	女Female	1 832	59.87	Educational level	High school and below
					本科及以上Bachelor or above	1 280	41.83
受访者年龄	≤40	1 114	36.41	家庭人均收入	<5万元<50 000 yuan	1 939	63.37
Age of	41~60	1 565	51.14	Household income	5~10万元50 000~100 000 yuan	663	21.67
respondents	≥61	381	12.45	per capita	>10万元>100 000 yuan	458	14.96

变量 Variable	含义 Meaning	均值 Mean	标准差 SD
被解释变量Dependent variable
大米 Rice	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.730	0.568
蔬菜 Vegetable	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.729	0.560
水果 Fruit	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.698	0.604
畜产品 Livestock products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.713	0.575
水产 Aquatic products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.680	0.612
林产品 Forest products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.708	0.590
核心解释变量Core independent variable
政府宣传 Government propaganda	您知道当地政府开展过农产品质量安全宣传或者培训吗(1=是;0=否) Do you know that the local government has carried out propaganda or training on agricultural product quality and safety (1=yes; 0=no)	0.893	0.309
中介变量Mediating variable
消费者认知 Consumer cognition	通过5个问题计算农产品质量安全认知得分 Calculate the quality and safety cognition score of agricultural products through five questions	3.300	0.995
替代变量Substitution variable
政府公告 Government announcement	您知道政府发布农产品质量安全监测公告了吗(1=是;0=否) Do you know that the government has issued an announcement on agricultural product quality and safety monitoring (1=yes; 0=no)	0.690	0.463
控制变量Control variable
年龄Age	被访者的年龄Age of respondents	46.196	12.708
性别Gender	被访者的性别(1=男;0=女)Gender of respondents(1=Male;0=Female)	0.401	0.490
受教育程度 Educational level	被访者的受教育程度(1=小学;2=初中;3=高中;4=大学;5=研究生) Educational level of respondents(1=Elementary school; 2=Junior high school; 3=High school; 4=University; 5=Graduate school)	2.937	1.136
健康状况 Health status	被访者健康状况(1=较差;2=一般;3=良好)Health status of respondents (1=poor;2=fair;3=good)	2.932	0.270
居住情况 Living situation	在当地居住的时间(1=1年以下;2=1-5年;3=5年以上) Time of living locally (1=Less than 1 year; 2=1-5 years; 3=More than 5 years)	2.901	0.352
家庭人均收入 Household income per capita	家庭人均收入(万元)的对数 Logarithm of household per capita income (10 000 yuan)	1.689	0.588

变量 Variable	含义 Meaning	均值 Mean	标准差 SD
被解释变量Dependent variable
大米 Rice	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.730	0.568
蔬菜 Vegetable	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.729	0.560
水果 Fruit	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.698	0.604
畜产品 Livestock products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.713	0.575
水产 Aquatic products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.680	0.612
林产品 Forest products	1=很不满意;2=不满意;3=一般;4=比较满意;5=很满意 1=Very dissatisfied; 2=Dissatisfied; 3=Average; 4=Fairly satisfied; 5=Very satisfied	4.708	0.590
核心解释变量Core independent variable
政府宣传 Government propaganda	您知道当地政府开展过农产品质量安全宣传或者培训吗(1=是;0=否) Do you know that the local government has carried out propaganda or training on agricultural product quality and safety (1=yes; 0=no)	0.893	0.309
中介变量Mediating variable
消费者认知 Consumer cognition	通过5个问题计算农产品质量安全认知得分 Calculate the quality and safety cognition score of agricultural products through five questions	3.300	0.995
替代变量Substitution variable
政府公告 Government announcement	您知道政府发布农产品质量安全监测公告了吗(1=是;0=否) Do you know that the government has issued an announcement on agricultural product quality and safety monitoring (1=yes; 0=no)	0.690	0.463
控制变量Control variable
年龄Age	被访者的年龄Age of respondents	46.196	12.708
性别Gender	被访者的性别(1=男;0=女)Gender of respondents(1=Male;0=Female)	0.401	0.490
受教育程度 Educational level	被访者的受教育程度(1=小学;2=初中;3=高中;4=大学;5=研究生) Educational level of respondents(1=Elementary school; 2=Junior high school; 3=High school; 4=University; 5=Graduate school)	2.937	1.136
健康状况 Health status	被访者健康状况(1=较差;2=一般;3=良好)Health status of respondents (1=poor;2=fair;3=good)	2.932	0.270
居住情况 Living situation	在当地居住的时间(1=1年以下;2=1-5年;3=5年以上) Time of living locally (1=Less than 1 year; 2=1-5 years; 3=More than 5 years)	2.901	0.352
家庭人均收入 Household income per capita	家庭人均收入(万元)的对数 Logarithm of household per capita income (10 000 yuan)	1.689	0.588

变量 Variable	大米 Rice	蔬菜 Vegetable	水果 Fruit	畜产品 Livestock products	水产品 Aquatic products	林产品 Forest products
变量 Variable	方程(1-1) Equation (1-1)	方程(1-2) Equation (1-2)	方程(1-3) Equation (1-3)	方程(1-4) Equation (1-4)	方程(1-5) Equation (1-5)	方程(1-6) Equation (1-6)
政府宣传Government propaganda	0.943^***	0.916^***	0.922^***	0.988^***	0.975^***	0.941^***
	(0.071)	(0.073)	(0.072)	(0.072)	(0.071)	(0.072)
年龄Age	0.005^**	0.006^**	0.007^***	0.009^***	0.008^***	0.005^**
	(0.003)	(0.002)	(0.002)	(0.003)	(0.002)	(0.003)
性别Gender	0.100^*	0.111^**	0.053	0.085	0.090^*	0.105^*
	(0.056)	(0.055)	(0.054)	(0.055)	(0.053)	(0.055)
受教育程度Educational level	-0.041	-0.043	0.016	-0.009	-0.010	-0.009
	(0.032)	(0.031)	(0.031)	(0.030)	(0.029)	(0.031)
健康状况Health status	0.514^***	0.478^***	0.485^***	0.524^***	0.527^***	0.510^***
	(0.088)	(0.087)	(0.089)	(0.090)	(0.084)	(0.085)
居住情况Living situation	0.190^***	0.112	0.106	0.055	0.148^**	0.155^**
	(0.066)	(0.068)	(0.068)	(0.068)	(0.063)	(0.063)
家庭人均收入	0.105^**	0.148^***	0.110^**	0.107^**	0.113^**	0.127^**
Household income per capita	(0.052)	(0.052)	(0.051)	(0.051)	(0.049)	(0.051)
地区虚拟变量Region dummy variable	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes
虚拟R² Pseudo R²	0.10	0.09	0.09	0.09	0.09	0.10
Wald检验值Wald test	370.87	358.14	376.12	382.50	416.90	379.89
极大似然值MLE	-1 797.74	-1 811.51	-1 944.43	-1 866.34	-2 009.32	-1 893.37

政府宣传、消费者认知与农产品质量安全满意度——基于浙江省18个区县的调查数据

Government propaganda, consumer awareness and satisfaction with quality and safety of agricultural products: based on survey data from 18 districts and counties in Zhejiang Province, China

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变量 Variable	大米 Rice		蔬菜 Vegetable		水果 Fruit		畜产品 Livestock products		水产品 Aquatic products		林产品 Forest products
变量 Variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable	替换自变量 Replace independent variable	替换因变量 Replace dependent variable
政府公告	0.681^***		0.684^***		0.690^***		0.671^***		0.667^***		0.680^***
Government	(0.055)		(0.054)		(0.054)		(0.054)		(0.053)		(0.054)
announcement
政府宣传		1.598^***		2.051^***		1.781^***		1.740^***		1.655^***		1.489 5^***
Government		(0.253)		(0.288)		(0.232)		(0.245)		(0.224)		0.224
propaganda
控制变量 Control	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
variables
地区虚拟变量 Region dummy variable	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
虚拟R²	0.10	0.13	0.09	0.15	0.09	0.13	0.09	0.12	0.09	0.15	0.09	0.15
Pseudo R²
模型Model	Oprobit	Logit	Oprobit	Logit	Oprobit	Logit	Oprobit	Logit	Oprobit	Logit	Oprobit	Logit

变量 Variable	消费者认知 Consumer cognition	大米 Rice	蔬菜 Vegetable	水果 Fruit	畜产品 Livestock products	水产品 Aquatic products	林产品 Forest products
变量 Variable	方程(2-1) Equation (2-1)	方程(2-2) Equation (2-2)	方程(2-3) Equation (2-3)	方程(2-4) Equation (2-4)	方程(2-5) Equation (2-5)	方程(2-6) Equation (2-6)	方程(2-7) Equation (2-7)
政府宣传	0.462^***	0.909^***	0.876^***	0.878^***	0.947^***	0.933^***	0.896^***
Government	(0.072)	(0.072)	(0.074)	(0.072)	(0.073)	(0.071)	(0.073)
propaganda
消费者认知	—	0.090^***	0.105^***	0.115^***	0.107^***	0.101^***	0.113^***
Consumer cognition		(0.026)	(0.027)	(0.026)	(0.026)	(0.025)	(0.026)
控制变量	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes
Control variable
地区虚拟变量	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes	已控制Yes
Region dummy variable
R²/虚拟R²	0.10	0.10	0.10	0.09	0.10	0.10	0.10
R²/Pseudo R²
模型Model	OLS	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit

变量 Variable	大米 Rice		蔬菜 Vegetable		水果 Fruit		畜产品 Livestock products		水产品 Aquatic products		林产品 Forest products
政府宣传	1.064^***	0.424^**	1.018^***	0.463^**	1.049^***	0.321^*	1.099^***	0.589^***	1.095^***	0.440^**	1.119^***	0.212
Government propaganda	(0.079)	(0.191)	(0.079)	(0.188)	(0.078)	(0.183)	(0.079)	(0.185)	(0.078)	(0.181)	(0.080)	(0.181)
年龄(组别) Age (group)	年轻组 Young group	年长组 Older group	年轻组 Young group	年长组 Older group	年轻组 Young group	年长组 Older group	年轻组 Young group	年长组 Older group	年轻组 Young group	年长组 Older group	年轻组 Young group	年长组 Older group
控制变量 Control variable	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
地区虚拟变量 Region dummy variable	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
样本量Sample size	2 591	469	2 591	469	2 591	469	2 591	469	2 591	469	2 591	469
虚拟R²	0.11	0.17	0.10	0.16	0.09	0.15	0.10	0.15	0.11	0.16	0.11	0.11
Pseudo R²
模型Model	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit

变量 Variable	大米 Rice		蔬菜 Vegetable		水果 Fruit		畜产品 Livestock products		水产品 Aquatic products		林产品 Forest products
政府宣传	0.825^***	1.225^***	0.780^***	1.309^***	0.810^***	1.228^***	0.862^***	1.301^***	0.853^***	1.321^***	0.819^***	1.227^***
Government propaganda	(0.084)	(0.145)	(0.084)	(0.147)	(0.083)	(0.143)	(0.084)	(0.144)	(0.083)	(0.143)	(0.083)	(0.146)
受教育程度(组别) Educational level(group)	低教育程度组 Low education level group	高教育程度组 High education level group	低教育程度组 Low education level group	高教育程度组 High education level group	低教育程度组 Low education level group	高教育程度组 High education level group	低教育程度组 Low education level group	高教育程度组 High education level group	低教育程度组 Low education level group	高教育程度组 High education level group	低教育程度组 Low education level group	高教育程度组 High education level group
控制变量 Control variable	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
地区虚拟变量 Region dummy variable	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes	已控制 Yes
样本量Sample size	1 780	1 280	1 780	1 280	1 780	1 280	1 780	1 280	1 780	1 280	1 780	1 280
虚拟R²	0.11	0.13	0.09	0.13	0.09	0.12	0.09	0.13	0.10	0.12	0.10	0.12
Pseudo R²
模型Model	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit	Oprobit

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