对可持续农产品的消费意愿分析  

Analysis of Consumers' Willingness to Buy Sustainable Agricultural Products

作　　者：刘梅[1,2] 吴林海 高瑛 尹世久[4] 

机构地区：[1]江南大学江苏省食品安全研究基地,江苏无锡214122 [2]日照职业技术学院,山东日照276826 [3]江南大学商学院,江苏无锡214122 [4]曲阜师范大学经济学院,山东日照276826

出　　处：《重庆大学学报（社会科学版）》2013年第2期86-91,共6页Journal of Chongqing University(Social Science Edition)

基　　金：教育部青年基金项目"农户可持续生产行为理论与实证分析"(11YJC790112);国家社科基金重大项目"环境保护;食品安全与农业生产服务体系研究"(11&ZD155);国家自然科学基金青年项目"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"(71203122)

摘　　要：文章利用假设市场评价法,调研了日照市150名消费者对可持续农产品的消费意愿,基于调研资料,建立起Logit模型,分析消费者对可持续农产品消费意愿的影响因素。分析结果表明,在价格合理的情况下,消费者愿意购买可持续农产品;价格对消费者消费可持续农产品的影响是显著的且方向为负;消费者对农业生态环境问题的认知水平和消费者的受教育程度则显著且正向影响着消费者对可持续农产品的消费意愿。A survey of 150 consumers in Rizhao City was conducted by using Contingent Valuing Method.The consumers＇ willingness to buy sustainable agricultural products was researched.Based on the survey data,a Logit model was established to analyze the factors influencing consumers＇ willingness to buy sustainable agricultural products.The results indicate that in case of reasonable prices,consumers are willing to buy sustainable agricultural products;price significantly and negatively influence the consumers＇ willingness to buy sustainable agricultural products;consumers＇ awareness of agricultural environment problems and education significantly and positively influence the consumers＇ willingness to buy sustainable agricultural products.

关 键 词：可持续农产品 消费意愿 LOGIT模型 

分 类 号：D713.55[政治法律—政治学]