摘要
食品可追溯体系有助于食品质量安全问题的解决,追溯标签作为辨别是否可追溯食品的主要手段,消费者对追溯标签的信任水平及其对消费者支付意愿的影响值得特别关注。基于西安市的实地调研,依据消费者购买决策过程模型,利用假想价值评估法并通过构建二元Logit模型,研究偏好异质性约束下猪肉追溯标签信任对消费者可追溯猪肉支付意愿的影响。结果表明,消费者的猪肉偏好可分为质量安全偏好型、高品质偏好型和廉价偏好型,在质量安全偏好下,猪肉追溯标签信任水平显著影响消费者的支付意愿,而在其他偏好下,猪肉追溯标签信任水平的影响则并不显著;质量安全偏好型和其他偏好类型消费者对可追溯猪肉的平均支付意愿分别为43.64元/kg和40.40元/kg。最后提出了政府应加大可追溯猪肉宣传力度、提高可追溯体系覆盖面和公众参与度,企业应自觉维护可追溯猪肉市场秩序、努力扩大可追溯猪肉市场份额,消费者应努力提高自身的食品追溯意识和认知等方面的政策建议。
Foodtraceabilitysystem contributestosolvetheproblem offoodqualityandsafety.Traceablefoodlabelisa m ajor m eans to identify the traceability food. T herefore the level of consum ers’trust in traceable food label and its im pacts on consum ers’w illingness to pay deserve m ore attention. U sing the consum er survey data in X i’an, applying consum erdecision processm odel,contingentvaluation m ethod and binary logitm odel,thispaperexam ined the im pacts ofconsumers’trustintraceablefoodlabelonconsumers’willingnesstopayunderpreferenceheterogeneityconstraints. R esults show that 1） consum ers’preferences can be divided into food safety, high-quality, and low price;2） under the food safety preference,leveloftrustin traceable pork labelhas a significantinfluence on consum ers’w illingness to pay;3） under the other preferences, the influence of trust level is not significant. E m pirical analysis also indicates that the averagewillingnesstopayforporkwithtraceablelabelinfoodsafetypreferenceandotherpreferencesare43.64yuan/kg and 40.40 yuan/kg respectively. B ased on the research, it is suggested that the governm ent should initiate a propaganda for traceable pork and im prove the traceability system coverage and public participation.From enterprises’perspective, they should consciously m aintain traceable pork m arket order and m ake great efforts to expand the m arket share. For consum ers,they should try to im prove their consciousness and cognition of food traceability.
出处
《农业现代化研究》
CSCD
北大核心
2015年第5期834-841,共8页
Research of Agricultural Modernization
基金
生猪产业技术体系北京市创新团队产业经济岗位项目
关键词
偏好异质性
食品追溯标签
信任
支付意愿
猪肉产品
preference heterogeneity
traceable food label
trust
w illingness to pay
pork product
