消费者对安全认证农产品自述偏好与现实选择的一致性及其影响因素——以生鲜认证猪肉为例  

The Factors Affecting the Consistency of Urban Consumers' Stated Preference and Revealed Preference for Certified Agricultural Products in Beijing——Taking the Fresh Certified Pork Products As the Example

作　　者：韩青[1] 

机构地区：[1]中国农业大学经济管理学院

出　　处：《中国农村观察》2011年第4期2-13,26,共13页China Rural Survey

基　　金：北京市哲学社会科学规划项目“北京城乡居民生鲜品牌畜产品消费行为和消费趋势研究”(项目编号:10BaJG325);生猪产业技术体系北京市创新团队产业经济研究项目的阶段性成果

摘　　要：以生鲜认证猪肉产品为例,本文利用对北京市城镇消费者的问卷调查数据,实证分析了消费者对安全认证农产品自述偏好与现实选择的一致性及其影响因素。结果显示,尽管50%以上的消费者对生鲜认证猪肉有自述偏好,其食品质量安全意识较强,但是,消费者对生鲜认证猪肉自述偏好与现实选择之间存在着较大的差异。消费者受教育程度、消费者家庭月收入、家中是否有18岁以下的孩子和家庭人口规模等是影响其对生鲜认证猪肉自述偏好与现实选择一致性的个人特征和家庭特征因素。消费者对生鲜认证猪肉的意愿支付价格、消费者对质量安全认证知识和认证农产品的了解程度显著正向影响其对生鲜认证猪肉自述偏好与现实选择的一致性。此外,消费者的食品质量安全意识和其所感知到的生鲜猪肉产品的质量安全隐患等变量也会较显著地影响其对生鲜认证猪肉自述偏好与现实选择的一致性。Using the data of urban consumers' questionnaire survey,the paper analyzes the factors affecting the consistency of consumers' stated preference(SP) and revealed preference(RP) for fresh certified pork products in Beijing.It is found that,more than 50% consumers have stated preference for fresh certified pork products,and have strong consciousness of food quality safety.However,there is a big difference between consumers' SP and RP currently.Consumer's educational level,the household monthly income,whether the family has children under 18-years old,family scale are the important individual and household character factors that affect the consistency of consumer's SP and RP for fresh certified pork products.The factors such as consumer's willingness level to pay for the fresh certified pork products and consumer's knowledge about certified agricultural products have positive effect on the consistency of consumer's of SP and RP.Consumer's consciousness of food quality safety and his perception of the current quality and safety risks of pork products also have significant impacts on the consistency of consumer's SP and RP for fresh certified pork products.

关 键 词：安全认证农产品 自述偏好 现实选择 北京市 LOGISTIC回归 

分 类 号：F724.73[经济管理—产业经济]