摘要
分析消费者对低碳农产品的偏好及偏好异质性来源,是引导消费者进行低碳消费,进而实现碳减排目标的基石。本研究对低碳牛奶设置了低碳标签、有机认证、知名品牌和价格4种属性及相应的水平,应用选择实验法并结合随机参数Logit模型与潜在类别模型的研究方法,探究消费者对低碳牛奶的偏好及偏好的异质性来源。结果表明:消费者对不同牛奶属性的关注程度不同,在选购牛奶时,消费者最注重是有机认证,其次是低碳标签和牛奶品牌。将消费者划分为3种潜在类别,分别为环境保护偏好型、质量安全偏好型和价格敏感型。个体特征对消费者偏好具有显著影响,年龄越小、收入水平越高的女性消费者更注重环境保护,而年龄越大、牛奶购买越频繁的消费者更注重质量安全。因此,提出积极地开展低碳牛奶的媒体宣传活动、把握消费者偏好增加低碳牛奶的品类、实施差异化营销策略和加快低碳农产品认证体系建设等政策建议。
The analysis of consumers'preference for low-carbon agricultural products and the source of preference heterogeneity is the cornerstone of guiding consumers to low-carbon consumption and achieving the goal of carbon emission reduction.In this study,four attributes of low-carbon milk,including low-carbon label,organic certification,well-known brand and price,and their corresponding levels were set.The selection experiment method,combined with the research method of random parameter Logit model and potential category model,was applied to explore consumers'preference for low-carbon milk and the source of heterogeneity of preference.The results show that consumers pay different attention to different milk attributes.When purchasing milk,consumers pay most attention to organic certification,followed by low-carbon labels and milk brands.Consumers can therefore be divided into three potential categories,namely environmental protection type,quality safety type and price sensitive type.Individual characteristics also have a significant impact on consumer preferences.For example,female consumers with younger age and higher income pay more attention to environmental protection,while consumers with older age who purchase milk frequently pay more attention to milk quality and safety.Therefore,this paper concluded by putting forward the following policy recommendations:actively carry out low-carbon milk media publicity;increase the category of low-carbon milk according to consumers′preferences;implement differentiated marketing strategies and accelerate the construction of low-carbon agricultural product certification system.
作者
张聪
李翠霞
ZHANG Cong;LI Cuixia(School of Economics and Management,Northeast Agricultural University,Harbin 150030,China)
出处
《中国乳品工业》
CAS
北大核心
2024年第3期51-56,64,共7页
China Dairy Industry
基金
国家自然科学基金面上项目(71673042)
中宣部文化名家暨“四个一批”人才自选项目(201801)。
关键词
低碳牛奶
支付意愿
消费者
选择实验法
low carbon milk
willingness to pay
consumer
choice experiment
