北京城镇居民对不同猪肉质量安全特征的消费偏好和支付意愿  

Consumption Preference and Willingness-to-pay of Urban Residents in Beijing for Different Safe-quality Attributes of Pork

作　　者：袁学国[1] 任建超[2] 韩青[2] 

机构地区：[1]中国农村技术开发中心,北京100045 [2]中国农业大学经济管理学院,北京100083

出　　处：《技术经济》2014年第6期43-47,83,共6页Journal of Technology Economics

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"(10BaJG325);生猪产业技术体系北京市创新团队产业经济研究项目

摘　　要：利用针对北京市城镇居民的问卷调查数据,运用选择实验法,采用多元条件Logit模型实证分析了消费者对生鲜猪肉的不同质量安全特征的偏好和支付意愿。结果表明:对猪肉产品的不同质量安全特征进行标识有助于提高消费者的效用水平;北京市城镇居民对生鲜猪肉建立质量安全可追溯体系的偏好和支付意愿最高,其次是生鲜猪肉通过产品质量安全认证、柔嫩度较好,对生鲜猪肉具有无瘦肉精和兽药残留的质量安全标识的偏好和支付意愿最低。据此提出:中国应加强生鲜猪肉质量安全可追溯体系建设;政府监管部门应规范农产品质量安全标识的申请和使用行为,确保农产品生产者进行安全生产,确保质量安全标识制度的有效实施。Using the data from the questionnaire survey on food consumption behavior and preference of urban residents in Beijing, this paper analyzes consumers＇ preference and willingness-to-pay for different safe-quality attributes of fresh pork by using the choice experiment method and the multinomial and conditional Logit model. The results indicate as follows：marking different safe-quality attributes of pork products helps to increase consumers＇ utility;the preference and willingness-to-pay of urban residents in Beijing for the pork with safe-quality traceable system is the highest, followed by the safe-certified pork products with pollution-free food, green food and organic food, and the third is the pork products with tenderness;consumers prefer to pay the lowest price for the pork with safe-quality mark about free residue of veterinary drug and clenbuterol. Therefore, the government should improve the legislations to strengthen the pork traceability system; the supervision departments need to standardize the producing behaviors and the application of safe-quality certification,and ensure the safe-quality mark system put into effect.

关 键 词：猪肉质量 质量特征 消费偏好 支付意愿 选择实验 

分 类 号：F322[经济管理—产业经济] F326.3