中文摘要：

频发的食品安全事件使得安全食品市场发展日益成为社会各界关注的热点.笔者基于广州等城市获取的调研数据,以消费者对安全食品的认知与评价为出发点,利用多重选择综合评价指数量化测度消费者购买或拒购安全食品的动因,并基于联合分析方法研究消费者的效用评价.研究表明,消费者对安全食品的认知水平总体较低,安全、环保等属性是消费者最重要的购买动因,而价格过高与信任缺失则是拒购的关键原因,消费者对有机食品的效用评价远低于绿色食品与常规食品.

英文摘要：

Safe food consumption is becoming a hot topic in the whole society because of the high frequency of food safety crisis. This study assesses the consumers＇ cognition, purchase intention, utility evaluation of safe food based on the results of a survey. Through investigations in some cities such as Guangzhou, starting with the consumers＇ cognition and utility evaluation, the authors uses Index on Integrative Evaluating for Purchase or Non-purchase Reason （IIE） to explore the consumers＇ purchase intention and non-purchase intention, and then analyzs the consumer＇ s utility evaluation of organic food, green food and conventional food. It reveales that the consumers＇ cognitive of safe food is generally low, characteristics such as ＂safety＂ and ＂environmental conservation＂ are still their most important purchase intention, and the key reasons that prevent the consumers from buying are the high price and the lack of trust. In conclusion the current utility evaluation of organic food is well below green food and regular food. Policy implications of the conclu- sions of this paper mainly lie in two levels ： at the policy level, the government should strengthen the supervision and publicity ; at the corporate level, marketing strategies such as targeted pricing policies should be developed to increase market demand.