摘要
食品安全信息标签是传递食品信息的重要工具,研究生产者和消费者对具有不同信息标签食品的供求差异,对保障食品安全具有重要意义。本文构建了食品安全信息标签所包含的四种不同信息属性及相应层次,以猪肉为例,利用浙江省生猪养殖户和猪肉消费者的调查数据,运用选择实验法,借助随机参数Logit模型实证分析养殖户与消费者对具有不同食品安全信息标签猪肉的生产意愿和消费偏好的差异,探讨养殖户对不同食品安全信息标签的实际采纳行为和消费者对相应标签的支付意愿。结果表明,在产地、合格证、可追溯和认证四类信息属性中,除认证信息外,消费者更偏好可追溯信息,而养殖户更愿意提供产地信息。尽管养殖户对提供认证信息表现出较为强烈的意愿,但实际生产中的采纳率仅为1.81%。消费者偏好包含更高层次食品安全信息标签的猪肉,对委托检验合格的合格证具有更高的偏好,但养殖户的生产意愿却为负。消费者对自检合格的合格证的支付意愿仅为1.385元/kg,但愿意为追溯到养殖环节的可追溯信息支付超过20%的溢价,然而在实际生产中,养殖户对可追溯信息的采纳率不足10%。因此,养殖户要加大对信息层次更丰富的食品安全信息标签的使用,市场和政府应增加对养殖户参与可追溯体系、开具合格证的激励,加强对养殖户的教育培训。
Food safety information label is an important tool to convey food information,and it is of great significance to study the differences between consumers’ demand and producers’ supply for the pork with different information labels.This research constructs a food safety information label profile with different levels of four information attributes.Taking pork as an example,based on the primary data of pig farmers and pork consumers in Zhejiang Province,and applying a Random Parameters Logit Model,this paper analyzed the differences between farmers’ production willingness and consumers’ preferences for pork with different food safety information labels by Choice Experiment and discussed farmers’ adoption behaviors and consumers’ willingness to pay for the information labels.Results show that among the four information attributes,including production origin,agricultural product certificates,traceability,and organic/green certification,besides organic/green certification,consumers prefer to know traceability information,while farmers tend to provide production origin information.Although farmers show a higher willingness to provide organic/green certification,the adoption rate in actual production is only 1.81%.Consumers prefer pork with higher level food safety information labels,and they have a higher preference for the agricultural product certificates that are certificated by third-party.While farmers have a negative willingness to produce them.Consumers are willing to pay only 1.385 yuan/kg for agricultural product certificates that are certificated by farmers and are willing to pay over 20% premium for traceable information labels that can be traced back to the farming process.In actual production,the adoption rate of farmers is less than 10%.Therefore,this paper suggests that farmers should provide food safety information labels with a higher level of information,while the government and market should increase farmers’ motivation to participation in the traceability system with more incentives for issuing certificates and strengthen the education and training of farmers.
作者
钟颖琦
黄祖辉
ZHONG Ying-qi;HUANG Zu-hui(School of Business,Zhejiang Gongshang University,Hangzhou,Zhejiang 310018;China Academy of Rural Development,Zhejiang University,Hangzhou,Zhejiang 310058,China)
出处
《农业现代化研究》
CSCD
北大核心
2022年第1期38-47,共10页
Research of Agricultural Modernization
基金
浙江省自然科学基金项目(LQ20G030008)
国家自然科学基金项目(71903176)。
关键词
食品安全
信息标签
消费偏好
支付意愿
采纳行为
选择实验
food safety
information label
consumption preferences
willingness to pay
adoption behaviors
choice experiment
