食品质量安全-消费者理解及需求.pdfVIP

European Review of Agricultural Economics Vol 32 (3) (2005) pp. 369–391 doi:10.1093/eurrag/jbi011 Food quality and safety: consumer perception and demand Klaus G. Grunert MAPP, Aarhus School of Business, Aarhus, Denmark Abstract Research on consumer quality perception is reviewed using the Total Food Quality Model as a structuring device. The relationship between food safety and quality is addressed, and is discussed in the context of research on consumer risk perception. Quality and safety perception is linked to food choice and consumer demand, addressing questions of price perception and the validity of willingness-to-pay measurements. It is concluded that food quality and safety are central issues in today’s food economics, though many research questions remain to be addressed. Keywords: consumer, quality, risk, branding, means–end approach JEL classification: Q13, Q18, M31, D11 1. Quality and safety in agribusiness Food quality and safety have been highly topical for the past 10 years—in the public debate, in food policy, in industry, and, last but not least, in research. Several factors have driven this debate. First, a variety of food scares has directed public attention to food safety issues. As a result, safety issues have for some years figured prominently on the political agenda, with the EU white paper on food safety (Commission of the European Commu- nities, 1999) and the foundation of the European Food Safety Agency as visible outcomes. Second, segments of the general public have become interested and often critical with regard to certain ways of producing food— both at the farm level and at the processing level. As a result, we have had discussions on organic production, animal welfare, and the use of geneti- cally modified organisms (GMOs) in food production, to mention only the most prominent