Abstract：In order to carry out the “Healthy China Initiative” and promote the healthy development of nutritious agriculture as well as the industrial upgrading of nutritious foods， it is extremely important to explore the influencing factors of nutritional food choices of Chinese consumers. Based on the health belief model， consumer health awareness was introduced， and a consumer selection model was constructed with biofortified food as the research object. Using the questionnaire survey method， the influencing factors of biofortified food choice of Chinese consumers were deeply analyzed from six dimensions. The results showed that consumers’ willingness to purchase biofortified foods was positively affected by perceived susceptibility， perceived benefits， self-efficacy and health awareness， and negatively affected by perceptual impairments， among which perceived benefits had the greated influence； the effect of perceived severity on purchase intention was not significant. Based on this， policy suggestions were put forward to promote the smooth development of biofortified food market from the aspects of consumer cognition and biofortified food market construction.
刘贝贝,张非凡,程 柳,张小红. 消费者营养型食品选择影响因素研究——基于拓展的健康信念模型[J]. 华中师范大学学报(自然科学版), 2022, 56(6): 1074-1084.
LIU Beibei,ZHANG Feifan,CHENG Liu,ZHANG Xiaohong. Influencing factors of consumer nutritional food choice： based on an expanded model of health beliefs. journal1, 2022, 56(6): 1074-1084.
2022, Vol. 56 
