消费者营养型食品选择影响因素研究——基于拓展的健康信念模型

推动营养型农业的健康发展，促进营养型食品的产业升级，是实施健康中国战略的重要内容，因此探究我国消费者营养型食品选择的影响因素具有重要意义.该文在健康信念模型的基础上，引入消费者健康意识，以作物营养强化食品为研究对象，构建消费者作物营养强化食品选择模型，并采用问卷调查法，从六个维度深入分析我国消费者作物营养强化食品选择的影响因素.研究结果表明，消费者对作物营养强化食品的购买意愿受到感知易感性、感知益处、自我效能和健康意识的正向影响，受到感知障碍的负向影响，其中感知益处的影响最大；感知严重性对购买意愿的影响不显著.基于此，该文从消费者认知和作物营养强化食品市场建设两方面提出促进作物营养强化食品市场顺利发展的政策建议.

Influencing factors of consumer nutritional food choice： based on an expanded model of health beliefs

In order to carry out the “Healthy China Initiative” and promote the healthy development of nutritious agriculture as well as the industrial upgrading of nutritious foods， it is extremely important to explore the influencing factors of nutritional food choices of Chinese consumers. Based on the health belief model， consumer health awareness was introduced， and a consumer selection model was constructed with biofortified food as the research object. Using the questionnaire survey method， the influencing factors of biofortified food choice of Chinese consumers were deeply analyzed from six dimensions. The results showed that consumers’ willingness to purchase biofortified foods was positively affected by perceived susceptibility， perceived benefits， self-efficacy and health awareness， and negatively affected by perceptual impairments， among which perceived benefits had the greated influence； the effect of perceived severity on purchase intention was not significant. Based on this， policy suggestions were put forward to promote the smooth development of biofortified food market from the aspects of consumer cognition and biofortified food market construction.