食品安全问题已逐渐发展为一个社会各界关注的焦点，学龄前儿童的食品消费情况受其监护人的影响，并且与自身的健康成长息息相关。目前，我国农村地区食品安全问题较为突出，假冒伪劣现象严峻。本文立足农村儿童食品安全问题，将乳制品作为研究标的物，选取苏州农村地区的两家幼儿园，对学龄前儿童的乳制品饮用情况、监护人对儿童乳制品的安全认知水平以及购买行为进行调查，在此基础上探究分析了家长购买乳制品时的关注因素以及儿童饮奶量的影响因素。研究结果显示，目前苏南农村地区学龄前儿童的饮奶量依旧不足，虽然家长在购买乳制品时优先考虑质量与营养因素，但大部分家长的乳制品安全认知水平不高，对假冒伪劣产品的识别能力和维权意识不强。学校区位、孩子是否为独生子女、家长年龄、家长是否有饮奶习惯、家长受教育程度、对政府信息的信任程度、家长的乳制品一般安全认知水平这些因素显著影响幼儿的日均饮奶量。根据数据分析结果，提出以下建议:逐步增加农村学龄前儿童乳制品的摄入量;加大对家长的乳制品安全和营养教育，提高乳制品安全认知水平;政府部门加强乳制品质量安全的监管力度，明确乳制品质量安全标准;厂家自觉遵守法律法规，严格保证产品质量。
目录
摘要4
关键词4
Abstract5
Key words 5
引言
（一）研究背景与问题提出6
（二）研究目标与研究内容6
1．研究目标 6
2．研究内容 6
（三）研究方法与数据来源 7
1．研究方法 7
2．数据来源8
（四）技术路线8
（五）可能的创新与不足 9
1．创新之处 9
2．不足之处 9
二、文献综述、概念界定与理论基础 9
（一）文献综述 9
1．我国农村儿童乳制品饮用情况的相关研究 9
2．消费者对食品安全认知的相关研究 9
3．乳制品消费行为及影响因素的相关研究 10 *景先生毕设|www.jxszl.com +Q: ￥351916072￥ 

4．文献评述 11
（二）概念界定 11
1．乳制品 11
2．含乳饮料 11
（三）理论基础 12
1．信息不对称理论 12
2．消费者行为学理论 12
三、供给方与需求方特征分析 13
（一）供给方特征分析 13
1．供给方基本特征 13
2．乳制品种类 13
3．乳制品价格水平 13
4．乳制品进货渠道 13
5．乳制品销售情况 14
6．乳制品质量安全情况 14
（二）需求方特征分析 14
1．个体特征与家庭特征 14
2．购买渠道与乳制品网购情况 15
3．家长购买乳制品的关注因素 16
4．饮奶情况分析 16
5．乳制品安全认知 18
四、实证分析与拓展调查 20
（一）计量模型与变量选取 20
1．计量模型 20
2．变量选取 21
（二）回归结果分析 22
（三）拓展调查与分析 23
1．乳制品假冒伪劣问题 23
2．购买情景模拟 24
五、结论与启示 24
致谢 25
参考文献 26
附录 27
乳制品安全认知和购买行为研究
——基于农村学龄前儿童家长的调查
Research on Dairy Safety Awareness and Purchasing Behavior
——Based on the Survey of Rural Preschool Children’s Parents
Student majoring in Agriculture and Forestry Economic Management Yin Kehan
Tutor Liu Hua
Abstract：Food safety problem has gradually developed into a focus of social concern. The food consumption of preschool children is influenced by their parents and closely related to their healthy growth. At present, food safety problem is more serious in rural China, especially counterfeit and shoddy phenomenon. In this paper, the author chose dairy products as the subject of research and selected two kindergartens in Suzhou rural areas. By investigating the childrens dairy intake condition, their parents’ dairy safety awareness and purchasing behavior, the author analyzed the factors that parents concern about when purchasing dairy products and the factors affecting childrens dairy intake. The results show that the dairy intake of preschool children in rural areas is still insufficient now. Although most parents give priority to quality and nutrition when selecting dairy products, their dairy safety awareness is relatively low. In addition, neither their recognition ability nor rightprotection awareness is strong enough in face of counterfeit and shoddy products. The factors affecting preschoolers’ average daily dairy intake include: school location, whether the child is the only kid in a family, parents’ age, whether the parents have dairy drinking habits, parents’ education level, parents’ degree of trust in government information and their general dairy safety awareness. According to the results of data analysis, the following suggestions are put forward: increase the dairy intake of rural preschool children; promote the safety and nutrition education to increase parents’ dairy safety awareness, strengthen government’s supervision of dairy products such as formulating clear quality standard; ask manufacturers to strictly comply with laws and produce highquality dairy products.

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