消费者对地理标志农产品支付意愿的实证分析——以盐池滩羊为例  

An Analysis on Payment Intention of Consumers to Geographical Indication Agricultural Products——A Case Study of Yanchi Tan-sheep

作　　者：尚旭东[1] 郝亚玮 李秉龙[3] 

机构地区：[1]农业部管理干部学院,北京102208 [2]中国农业银行天津分行,天津300041 [3]中国农业大学经济管理学院,北京100094

出　　处：《技术经济与管理研究》2014年第1期123-128,共6页Journal of Technical Economics & Management

基　　金：国家自然科学基金项目(70973123);农业部重大专项课题(CARS-39);中央高校基本科研业务费专项资金项目(2012YJ142)

摘　　要：以农产品主销区消费者调查问卷为依据,分析了影响因素对消费者地理标志农产品支付意愿的实际影响。结果表明:消费者对农产品地理标志了解和认知程度仍处初级阶段;受教育程度正向影响购买意愿,反向影响溢价支付意愿;对农产品注册为地理标志了解程度、对农产品口感味道评价正向影响购买意愿和支付意愿;非穆斯林、已婚、羊肉占肉类消费比重正向影响购买意愿,而家庭收入水平、无羊肉忌口、无超市购物去处等则正向影响溢价支付意愿;但性别、年龄、农产品品牌了解程度、地理标志了解程度等均未显著影响消费者支付意愿。Based on agricultural the main sales areas consumer questionnaire, analyzed the influence factors of the will of geographical indication of agricultural products to pay for the consumer actual effect. The results show that the consumer understanding of geographical indications of agricultural products and cognition is still in primary stage. Positive influence on purchase intention by education degree, but reverse influence premium payments will. For understanding registration of geographical indications of agricultural products, agricultural products taste taste evaluation both positive influence on purchase intention and positive influence on premium payment willingness. Non-muslims, married, lamb meat consumption proportion of positive influence on purchase intention, and family income levels, mutton taboos, such as supermarket shopping destination has positive influence on premium payment willingness. But the gender, age, family population, agricultural products brand know- ledge and understanding of geographical indication did not significantly affect consumer willingness to pay.

关 键 词：农产品消费 消费行为 农业经济 农产品经营 

分 类 号：F304.3[经济管理—产业经济]