中文摘要：

频发的食品安全事件与持续恶化的生态环境日益受到社会各界关注,也使得生态食品逐步为消费者所认可,并引发广大学者的研究兴趣.该文基于山东省济南等城市827个消费者样本数据,以有机蔬菜为例,构建多重选择的综合评价指数研究消费者对生态食品不同价值属性的偏好选择,进而采用列联表分析及卡方检验筛选影响消费者偏好选择的关键因素,并运用多项Logit模型分析这些因素对消费者偏好选择的影响程度及显著水平.结果表明,消费者对“低药残”等食品安全价值属性和“美味”等享乐价值属性普遍较为偏好,而对“低污染”等生态价值属性的重要性评价则相对较低.年龄、受教育年限及对有机蔬菜的认知与信任等显著影响着消费者的偏好选择.政府应致力于提升消费者对有机蔬菜生态价值属性的认知与偏好,企业应针对不同顾客群,进行准确市场定位,实施差异化营销战略.

英文摘要：

The frequent food safety incidents and the continued deterioration of the ecological environment are increasingly gaining attention from all walks of life, also make the ecological food accepted gradually by consumers, and trigger many scholars＇ research interest. Based on 827 consumers sample data in Shandong Province, taking organic vegetables as example, the article develops a Comprehensive Evaluation Index of multiple choices to study on consumer＇ s preference choice on value attribute of ecological food, applies Contingency Tables and Chi-square Test to screen the key factors that affect consumer＇ s preference choice, and uses multinomial Logit model to analyze the factors＇ influence and the significant level. The results indicate that consumers have a higher preference on food safety value attributes and hedonism value attributes and have a relative lower preference on the importance evaluation of environment value attributes. Age, education years, cognition and trust on organic vegetables have a significant influence on consumer＇s preference choice. The government should devote itself to improving consumer＇ s perception of ecological value attributes of organic vegetable and enterprise should aim at different target customer groups, conduct the accurate market positioning, and make different marketing strategies.