食品安全认证如何影响消费者偏好?——基于山东省821个样本的选择实验

尹世久1,2 徐迎军1 徐玲玲2,3 李清光2,3

(1.曲阜师范大学山东省食品安全治理政策研究中心)
(2.江南大学江苏省食品安全研究基地)
(3.江南大学江苏食品安全与营养协同创新中心)

【摘要】本文以番茄为例,将选择实验和BDM机制拍卖实验相结合,设计实验方案,以山东省青岛、威海等9个城市的821个消费者样本为例,运用随机参数Logit模型测度了消费者对不同食品安全认证标识的支付意愿,并分析了消费者食品安全风险感知与环境意识对其支付意愿的影响。结果表明,消费者对有机标识具有较高支付意愿,且对欧盟有机标识的支付意愿远高于对中国有机标识的支付意愿,而对绿色标识与无公害标识的支付意愿相差不大。具有不同食品安全风险感知的消费者对食品安全认证标识的支付意愿相差较大,而具有不同环境意识的消费者的支付意愿则较为接近。

【关键词】 食品安全认证标识; 支付意愿; 选择实验; BDM机制拍卖实验; 随机参数Logit模型;

【DOI】

【基金资助】 国家社会科学基金重大项目“食品安全风险社会共治研究”(项目编号:14ZDA069) 国家自然科学基金项目“消费者多源信任融合模型及政策应用研究:以安全食品为例”(项目编号:71203122) 教育部人文社科研究项目“基于离散选择实验的安全认证食品市场中消费者偏好研究”(项目编号:13YJC790169) 江苏省高校哲学社会科学优秀创新团队建设项目“中国食品安全风险防范研究”(项目编号:2013-011)的资助

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    脚注

    [1]. (1)数据来源:http://faostat.fao.org/Desktop Default.aspx?Page ID=339&lang=en&country=351。 [^Back]

    [2]. (1)不同认证标识给消费者带来的效用可以排序,但无法给出效用的准确数值。 [^Back]

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This Article

ISSN:1002-8870

CN: 11-1262/F

Vol , No. 11, Pages 40-53

November 2015

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Article Outline

摘要

  • 一、引言
  • 二、消费者偏好数据收集方法及研究进展
  • 三、理论框架与计量模型
  • 四、实验设计与被调查者基本特征描述
  • 五、结果与讨论
  • 六、主要结论、政策含义与研究展望
  • 脚注

    参考文献