刚刚过去的2008年连续发生了多起食品和产品污染、召回事件,市场上充斥着各种无从证实的营销声明,广大民众对消费品(Consumer Products)公司的信任大受影响。根据IBM商业价值研究院(IBV)进行的一项消费者调查,在问及做出购买决策时主要考虑哪些问题时,中国消费者绝大多数回答是安全和质量(图1)。此外,他们也越来越愿意为更安全的、在环境上可持续的产品付出更多的 In 2008, many food and product contamination and recalls occurred in a row. The market was filled with unconfirmable marketing statements. The public trust in consumer products companies was greatly affected. According to a consumer survey conducted by the IBM Institute for Business Value (IBV), the vast majority of Chinese consumers answered questions about safety and quality when asked what questions to consider when making a purchasing decision (Figure 1). In addition, they are also increasingly willing to pay more for safer, environmentally sustainable products