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中文摘要：
随着我国食品安全事件的频发,公众对食品安全形势越发关注,对安全农产品的需求愈发强烈。在此情况下,农产品安全认证标识成为一种有效信号工具,为买卖双方搭建起信息传递的桥梁。本文通过对京津等20个省市自治区消费者问卷调查,分析其对农产品安全认证标识的认知水平、参照行为及受益程度。结果表明,尽管我国消费者对认证标识认知水平偏低,并不完全信任认证农产品,但却能从认证标识中获益。另外,消费者对农产品安全认证标识存在城乡二元差异。基于上述发现,提出相应政策建议。
英文摘要：
With the frequent occurrence of food safety incidents, the public have increasingly focused on the situation of food safety, and the demand for safe agricultural products is increasing, too. In this case, the safety certification mark becomes an effective tool of signal, to build up the bridge of information transmission between the sellers and the buyers. This paper analyzed consumers cognitive level, referential behavior and their benefit level of safety certification mark, by using the data collected from the questionnaire survey in Beijing, Tianjin and other 20 provinces, cities and autonomous regions. And the results showed that, although the Chinese consumers acted out low cognitive level, and did not fully trust the certificatedagricultural products, they benefited a lot from the certification mark. Besides, consumers in the urban and rural places showed different cognitive levels, referential behaviors and benefits. At last, this paper put forward corresponding policy recommendations based on the findings.
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