Abstract: Objective: To study the impact of factors including nutritional facts and food safety on consumer behavior toward milk products in Beijing. Method: Seven hundreds and thirteen consumer Beijing community residents were recruited in the questionnaire survey. Result: The consumers’ perception of health benefits of nutrients in milk was a promoting factor of milk consumption. The health-related barriers to milk purchase suppressed the purchase intention of whole-fat milk, while facilitated the choice of nutritionally modified milk products or organic products. Conclusion: The acceptability of the milk products with health claims were positively affected by consumer’s perception of nutrition and safety concerns.

Key words: milk; nutrition factors; safety factors; purchase behavior

摘要： 目的:研究营养和安全因素对牛奶产品选购种类的影响.方法:以自填式问卷调查北京市713名消费者牛奶产品的选购行为,采用SPSS 18.0进行数据分析.结果:购买牛奶的消费者看重其中的营养益处,乳糖不耐和不喜欢牛奶味道是最大的障碍.对健康相关障碍因素的认知虽然抑制了全脂奶的选购意图,但是有利于各类营养成分调整牛奶产品或有机产品的选购.结论:对营养和安全因素的关注促进消费者对多样化健康宣称产品的接受度.

关键词: 牛奶；营养因素；安全因素；选购行为