关键词: 牛奶；营养因素；安全因素；选购行为

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