消费者对不同安全信息属性可追溯猪肉偏好的研究  

Study of Consumers' Preference for Different Safe Information of Traceable Pork Product

作　　者：朱淀[1,2] 浦徐进[3,4] 高宁 

机构地区：[1]苏州大学东吴商学院,江苏苏州215021 [2]江南大学食品科学与工程博士后流动站,江苏无锡214122 [3]江南大学江苏省食品安全研究基地,江苏无锡214122 [4]江南大学食品安全与营养协同创新中心,江苏无锡214122

出　　处：《中国人口·资源与环境》2015年第8期162-169,共8页China Population,Resources and Environment

基　　金：2014年国家社会科学基金重大项目"食品安全风险社会共治研究"(编号:14ZDA069);教育部人文社会科学研究青年基金项目(编号:12YJC630326);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);江苏省高校哲学社会科学优秀创新团队建设项目"中国食品安全风险防范研究"(编号:2013-011);江南大学自主科研计划重点项目"农村食品安全体系建设研究"(编号:JUSRP1504XNC);江苏省六大人才高峰资助项目"中国食品安全消费政策研究"(2012-JY-002)

摘　　要：食品可追溯体系是通过在供应链上形成可靠且连续的安全信息流,从而确保食品具备可追溯性,以克服由信息不对称所引起的食品安全风险。由于建立完整的可追溯信息体系必将增加食品的成本,并传导到价格之上,未必能满足消费者偏好。针对消费者偏好,选择实验是当前研究的主流方法。由于选择实验存在不相关独立选择的偏误,本文以河北省唐山市1 200位猪肉的消费者为案例,设定生猪养殖场信息、食用的饲料信息、屠宰信息、猪肉加工信息、猪肉防腐剂使用信息以及贮存信息等六种可追溯安全信息,以20位专业人士对可追溯猪肉成本的估计为基准,上下浮动10%,设定三个价格层次,引入菜单选择实验就消费者对不同可追溯安全信息的偏好作出实际调查,以克服选择实验存在的缺陷。在此基础上,进一步引入潜类别分析方法,研究了消费者群体对可追溯猪肉不同安全信息属性的偏好。潜类别分析的配适性检验结果显示,消费者可以分为"高级"、"中级"、"低级"三类群体。其中,低级消费者可能性最大,其次为高级消费者,中级消费者的可能性最小。这表明,中国的消费者群体存在两极分化。高级消费者群体多数关注生猪养殖场、生猪饲料以及猪肉加工安全信息属性;中级消费群体多数关注生猪养殖场与猪肉加工安全信息属性;低级消费者群体只关注猪肉加工安全信息属性。生猪屠宰场、是否使用防腐剂、贮存猪肉的冷库三个安全信息属性不是主要被关注的属性。为防范食品风险并满足消费者偏好,本文在模型结果的基础上提出了,中国需要建立不同层次(包含不同完全信息属性)的猪肉可追溯体系,提供生猪饲养、猪肉加工两类安全信息则是建立可追溯体系的必备前提。同时,本文指出,需要从政府、企业、消费者在食品可追溯体系中的基本特征与功能定位出发Food traceability systems ensure food traceability by generating a reliable continuous flow of safety information in the supply chain, in order to overcome food safety risks caused by information asymmetry. The construction of complete traceability information systems will increase the cost of food and consequently increase the price, which may not be able to meet consumer preferences. Choice experiments are commonly used in the investigation of consumer preferences. In the present study, six types of safety information, i. e. , information of pig farm, feed, slaughter, pork processing, the use of pork preservatives, and storage, were set. Three price levels were set based on the cost of traceable pork estimated by 20 professionals with a fluctuation of 10%. On this basis, an actual survey was conducted to investigate consumer preferences for different types of traceable safety information in 1 200 pork consumers in Tangshan City, Hebei Province using a menu choice experiment, in order to overcome the bias in independence from irrelevant alternatives in choice experiments. Furthermore, consumer groups＇ preferences for different safety information attributes of traceable pork were assessed by latent class analysis. According to the fit test results from latent class analysis, consumers could be divided into three groups： low-level, medium-level, and high-level. Consumers were most likely to fall into the low-level group, followed by the high-level group, and most unlikely to fall into the medium-level group. This indicated the polarization of Chinese consumer groups. The high-level consumer group was mostly concerned about safety information of pig farms, feed, and pork processing; the medium- level consumer group was mostly concerned about safety information of pig farms and pork processing; and the low-level consumer group was concerned about safety information of pork processing only. The other three safety information attributes, i. e. , pig slaughterhouse, the use of preservatives, and cold storage, were

关 键 词：可追溯猪肉制品 安全信息 消费偏好 菜单选择 潜类别分析 

分 类 号：G939[文化科学]