消费者对不同有机认证标签的支付意愿——基于山东省752个消费者样本的实证分析  

Consumers' Willingness to Pay for Different Organic Certification Labels:The Pratical Research Based on 752 Consumers Sample in Shandong Province

作　　者：李翔[1] 徐迎军[1] 尹世久[1] 高杨[1] 

机构地区：[1]曲阜师范大学食品安全治理政策研究中心,山东日照276826

出　　处：《中国软科学》2015年第4期49-56,共8页China Soft Science

基　　金：国家社会科学基金一般项目(13BJL004);国家自然科学基金项目(71203122;71371107);教育部人文社会科学研究青年基金资助项目(13YJC790169);山东省自然科学基金项目(ZR2013GL002;ZR2014GQ012)

摘　　要：基于结构化访谈调研和选择试验获取的山东省济南等城市752个消费者样本数据,以番茄为例,运用混合Logit模型分析了消费者对不同有机认证标签的支付意愿,进而考察了具有不同购买频率的消费者群体偏好的异质性。结果发现,消费者对不同有机认证标签的支付意愿存在显著差别,对欧盟有机标签的支付意愿最高,其次是巴西有机标签,之后是日本有机标签和中国有机标签。购买频率的提高,有助于提高消费者的支付意愿,对中国有机标签而言尤其如此,但习惯性购买者对中日有机标签之间的偏好序与其他类型消费者相比发生逆转。认证国际合作与消费者购买经验增强,有助于提升消费者支付意愿。消费者对不同有机认证标签支付意愿的基本特征及其变化规律,不仅应成为食品供应商认证服务选择与目标市场定位策略的重要依据,对我国认证制度改革与有机食品市场发展也具有参考价值。Taking tomato as the subject matter, based on the structured interview and choice experiments of 752 urban consumers in some cities including Jinan City of Shandong province, we analysed the consumers＇ willingness to pay for different organic certification labels with the help of mixed logit model, much more, the heterogeneous preference of consumers with different purchasing frequency for tomato are also investigated. Our results show that there exists significant difference among the consumers＇ willingness to pay for different organic certification labels. The consumers most prefer EU organic certification label, then the Brazil organic certification label, and last the Japan organic certification label and the China organic certification label. With the increases of purchase frequency, the consumers＇ willingness to pay increases either, especially for China organic certification label, but the preference order for the Japan organic certification label and the China organic certification label in the ＂ habitual buyers＂ group inverses. The cooperation among certification organizations in different countries and the richer of the consumers＇ experience can increase the consumers＇ willingness to pay. The basic characteristics and change rule of consumers＇ willingness to pay for different organic certification labels should not only be the important basis for the food suppliers＇ certification service choices and the making of the target market positioning strategy, but also have significant reference value for the reform of China＇s certification system and the development of the organic food market.

关 键 词：番茄 有机标签 支付意愿 选择实验 混合Logit模型 

分 类 号：F222.3[经济管理—国民经济]