消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究  

Study of Factors Affecting Consumer Willingness to Pay for Certified Traceable Tea in China

作　　者：刘晓琳[1,2,3] 吴林海[1,3] 徐玲玲[1,3] 

机构地区：[1]江南大学江苏省食品安全研究基地商学院,江苏无锡214122 [2]石河子大学信息科学与技术学院,新疆石河子832000 [3]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170-176,共7页China Population,Resources and Environment

基　　金：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);国家社科青年基金项目"基于可追溯体系的食品安全全程监管机制与支持政策研究"(编号:12CGL100);教育部人文社会科学研究新疆项目"可追溯食品额外生产成本的共担机制与政府支持政策研究"(编号:12XJJC790003);高校博士学科点专项科研基金项目"食品安全与食品可追溯体系中生产者行为研究"(编号:20110093110007);国家软科学项目"中国食品安全消费政策研究"(编号:2013GXQ4B158);江苏省六大人才高峰资助项目"食品安全消费政策研究:可追溯猪肉的案例"(编号:2012-JY-002);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)

摘　　要：消费者对可追溯茶叶的支付意愿与支付水平,是茶叶可追溯体系建设过程中不可回避的基础性问题。本文基于对云南昆明、浙江杭州、福建厦门、河南信阳等四个城市的570位茶叶消费者的问卷调查,运用二元logistics模型分析影响消费者对可追溯茶叶额外价格支付意愿的因素,通过Interval Censored回归模型分析影响消费者额外价格支付水平的因素。本文的研究结论表明,54.2%的消费者愿意为可追溯茶叶支付额外价格,消费者愿意为可追溯茶叶支付的平均额外价格是高于普通茶叶的5.752%,由此可见消费者对可追溯茶叶额外价格的支付意愿比较高,但其支付水平相对较低。消费者的收入水平和对茶叶安全性的担忧程度是影响其对可追溯茶叶额外价格支付意愿的两个显著因素;如果消费者愿意支付茶叶可追溯的额外价格,则其收入水平、教育程度和对茶叶可追溯体系的态度将显著影响消费者对额外价格的实际支付水平。因此,应该逐步提高消费者的收入,进而提高消费者对可追溯茶叶的支付意愿与支付的额外价格的能力,以加快中国茶叶可追溯体系建设。同时,社会团体、消费者组织与茶叶生产者应当通过相关的宣传活动,普及茶叶可追溯的相关知识,进而提高消费者对茶叶可追溯体系的信任度,提高消费者的支付意愿,并由此提高消费者可追溯茶叶额外价格的支付水平。另外,由于茶叶可追溯体系建设需要生产者和政府承担大部分的生产成本,政府应该通过降低可追溯茶叶生产企业的税赋等,调动企业生产可追溯茶叶的积极性,促进茶叶可追溯体系建设和完善。Consumer attitudes toward traceable tea and willingness to pay are the fundamental topics when it comes to the construction of tea traceability. Using data collected from 570 tea consumers in China, we probe into the factors that affecting consumers＇ WTP a price premium for certified traceable tea by Binary logistics model. Furthermore, based on the Interval Censored regression model, we analyze how consumers＇ abilities to pay for additional price are influenced. The results prove that 54.2% consumers are willing to pay a premium price for traceable tea. And, consumers＇ willingness to pay for the average price of traceable tea is 5. 752% higher than the price of ordinary tea. From here we can get a conclusion that consumers have great willingness to pay a price premium for certified traceable tea, but their payment level is very low. We also find that income level and concerns about tea safety are the chief factors that affect the willingness to pay a price premium for certified traceable tea. If consumers are willing to pay a price premium of traceable tea, then income, education and attitude to tea traceability system have overwhelming impacts on actual payment. Based on those situations, consumers＇ income level should be improved with the possibility of raising the willingness to pay and the payment for traceable tea. As a result, the construction of tea traceability in China can be accelerated. At the same time, groups of social organization, consumers and tea producers should enhance public awareness and education of tea traceability by campaigns. And trust for tea traceability and willingness to pay can be strengthened. In addition, because of production cost shared by producers and the government during the construction of tea traceability, the government ought to reduce taxes on tea traceable production and motivate companies to construct a more perfect tea traceability system.

关 键 词：食品安全 茶叶可追溯 额外价格 支付意愿 

分 类 号：F713.5[经济管理—市场营销]