基于五省调查数据的我国居民食用植物油 消费认知与分析Edible vegetable oil consumption cognition of residents in China and its analysis based on the survey data of five provinces

为深入了解居民对食用植物油的认知和消费现状，推动食用植物油科学消费,基于山东、河南、陕西、吉林、广东五省1 108份实地调研问卷数据，探讨了消费者对食用植物油的认知情况、购买意愿和消费行为，影响购买意愿的因素及不同消费群体间的购买差异。结果表明：消费者对食用植物油的营养知识和用油习惯的认知较为匮乏，其消费呈品种多样化特点；消费者对食用植物油的消费意愿主要受品牌与知名度、价格、是否转基因这3个因素影响；消费者年龄越大，越不看重脂肪酸构成比例、风味和食用偏好及营养功能物质含量；受教育水平越高，越不重视价格因素；身体质量指数（BMI）更低或家庭收入更高的消费者，更重视食用植物油的脂肪酸构成比例、营养功能物质含量、风味和食用偏好等。基于以上结论，从政府、企业和消费者3个角度提出合理化建议，以促进植物油产业发展和健康消费。In order to gain an in-depth understanding of the current situation of residents′ cognition and consumption of edible vegetable oil, and to promote scientific consumption of edible vegetable oil,based on the data of 1 108 field surveys in Shandong, Henan, Shaanxi, Jilin and Guangdong provinces, the consumers′ cognition of edible vegetable oil,willingness to buy edible vegetable oil and their consume behavior, factors affecting willingness to purchase, and differences in purchasing among different consumer groups were mainly discussed. The results showed that consumers′ cognition of the nutrition and using habits of edible vegetable oil was relatively scarce, and their consumption showed a characteristics of diversification; consumers′ willingness to consume edible vegetable oil was mainly affected by brand and popularity, price and whether it is genetically modified.The older of the consumer, the less attention was paid to fatty acid composition ratio, flavor and eating preferences, and nutritional functional substances content.The higher the education level of consumer, the less attention was paid to the price factor. Consumers with lower body mass index(BMI) or higher household income tended to pay more attention to the fatty acid composition ratio, nutritional functional substances content, flavor and eating preferences of edible vegetable oil. Based on the above conclusions, the reasonable suggestions from the perspective of government, enterprises and consumers were put forward to promote the development of vegetable oil industry and healthy consumption.