生产者对农产品标识的认知及采纳意愿研究——以广东省合作社为例  

Research on producers' perception and willing-to-accept of agrofood label in Guangdong cooperatives

作　　者：张铁岩[1] 张小栓[1] 马常阳[1] 

机构地区：[1]中国农业大学信息与电气工程学院,北京100083

出　　处：《广东农业科学》2014年第22期212-216,共5页Guangdong Agricultural Sciences

基　　金：教育部人文社会科学基金(12YJCZH285)

摘　　要：农产品市场中的信息不对称既给消费者制定合理消费决策带来了障碍,也给监管部门溯源责任主体造成了困难,为保障农产品安全,广东省实施了农产品标识市场准入制度。通过对广东省合作社的实地调研,运用二元Logistic回归,重点研究了合作社对食用农产品标识的认知以及影响其采纳意愿的主要因素。结果表明,合作社对食用农产品标识认知不充分,采纳意愿较低。另外,合作社成立时间、规模、成本、政府扶持和认知等是影响生产者采纳意愿的主要因素。Information asymmetry in agrofood market builds barriers for consumers in making rational comsumption decision, and also brings difficulties for the government to trace the subject of liabilities. To ensure the safety of agrofood,the labeling of agrofood market access system was implemented in Guangdong province. Through the field investigation in the agricultural cooperatives of Guangdong province, this paper mainly studied the cooperatives＇ perception of agrofood label and influential factors of their willing-to-accept（WTA） by using the binary Logistic regression. The results showed that WTA was low due to the less understanding of agrofood label. In addition, founding time, scale, cost, policy support and the perception were the main factors influencing the cooperatives＇ WTA.

关 键 词：合作社 农产品标识 信息不对称 责任主体溯源 采纳意愿 

分 类 号：F762[经济管理—产业经济]