消费者对不同层次安全信息可追溯猪肉的支付意愿研究  

Study on Consumers’Willingness to Pay for Traceable Pork of Different Safety Information Levels

作　　者：吴林海 王红纱 朱淀[1,3] 蔡杰[3] 

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]江南大学商学院,江苏无锡214122 [3]苏州大学商学院,江苏苏州215001

出　　处：《中国人口·资源与环境》2013年第8期165-176,共12页China Population,Resources and Environment

基　　金：国家自然科学基金项目"基于消费者偏好的可追溯食品消费政策的多重模拟实验研究:猪肉的案例"(编号:71273117);江苏省高校重大课题"江苏省食品安全风险与公共政策研究"(编号:2011ZDAXM018);江苏省六大人才高峰资助项目"食品安全消费政策研究:可追溯猪肉的案例(编号:2012-JY-002);国家社科基金青年项目"基于可追溯体系的食品安全全程监管机制与支持政策研究"(编号12CGL100);中央高校基本科研业务费专项"中国食品安全风险防范管理研究"(编号:JUSRP51325A)

摘　　要：为满足消费者猪肉安全需求,防范猪肉的安全风险,国家商务部等从2010年开始分批选择若干个城市实施肉类可追溯体系。可追溯猪肉能否有效推广内在地取决于消费者的支付意愿。本文基于随机n价实验拍卖方法,对江苏无锡市区272位消费者对具有不同层次安全信息的三种类型可追溯猪肉的支付意愿进行了研究,结果表明,参与者愿意为具有可追溯属性的猪后腿肉支付一定的溢价,且对具有养殖信息与政府认证信息的可追溯猪后腿肉具有更高的支付意愿;而进一步运用MVP模型的研究证实,消费者对三种不同层次安全信息属性的可追溯猪后腿肉的偏好具有差异性。因此,政府完善猪肉可追溯体系并与政府认证机制相结合是满足消费者对不同层次安全信息的可追溯猪肉的市场需求,促进可追溯食品推广普及的重要路径。In order to meet consumers＇ demand for safer pork and avoid pork safety incidents, the Chinese Ministry of Commeroe has already implemented meat traceability system in different cities since 2010. And whether the promotion of traceable pork is successful or not inherently depends on the consumer＇ s willingness to pay for this kind of pork. In this study, random nth experimental auction is conducted to investigate 272 consumers＇ willingness to pay for three kinds of traceable pork with different safety information levels in Wuxi, Jiangsu Province. Results indicate that consumers are generally willing to pay a certain premium for the traceable pork, and they prefer traceable pork with breeding information and the certification of government. With further empirical study of using the MVP model, conclusion can be drawn that consumers have heterogeneous preferences for traceable pork with different safety information. Therefore, the government may not only need to perfect the pork traceability system, but also should combine government authentication mechanism to the traceability system. And this may also be a necessary way to meet consumers＇ demand for traceable pork with different safety information and make traceability system effective.

关 键 词：可追溯安全信息 支付意愿 随机n价实验拍卖 MVP模型 

分 类 号：F713.50[经济管理—市场营销]