负面产品属性如何改变中国高风险地区消费者对叶酸生物强化大米的看法

H. Steur, Dieter Blancquaert, X. Gellynck, S. Storozhenko, Ge Liqun, W. Lambert, D. Straeten, J. Viaene
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引用次数: 12

摘要

叶酸生物强化大米是最近开发的一项未来战略,以减少叶酸缺乏,特别是在贫困、农村高风险地区,如山西省。尽管中国该地区62%的大米消费者可能接受这种转基因产品,但生物强化可能会对产品属性产生负面影响,这可能会阻碍接受。事前评价结果表明,当叶酸生物强化大米的口感、环境影响或价格发生负面变化时,初始接受率将降低一半左右。根据对588名消费者的调查,可以识别出四个不同的群体:“传统属性买家”(17.9%)、“价格和可用性意识买家”(20.2%)、“内在属性买家”(27.4%)和“健康寻求者”(34.5%)。虽然叶酸生物强化大米在山西省有市场,但未来的研究开发需要考虑到潜在属性变化的重要性,以进一步确保接受率。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How negative product attributes alter consumer perceptions of folate biofortified rice in a high risk region of China
Folate biofortified rice is recently developed as a future strategy to reduce folate deficiency, particularly in poor, rural high risk regions, like Shanxi Province. Although 62% of rice consumers in this Chinese region are likely to accept this GM product, biofortification could negatively change product attributes, which may hamper acceptance. The results of this ex-ante evaluation show that when the taste, the environmental impact or the price of folate biofortified rice would be negatively altered, the initial acceptance rate would be more or less halved. Based on a survey with 588 consumers, four different segments could be identified: ‘Traditional attribute buyers’ (17.9%), ‘Price and availability consciousness’ (20.2%), ‘Intrinsic attribute buyers’ (27.4%) and ‘Health seekers’ (34.5%). Although there is a market for folate biofortified rice in Shanxi Province, future research and development need to take into account the importance of potential attribute changes to further ensure the acceptance rate.
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