碳标签食品消费者支付意愿研究  

作　　者：俞林[1,2] 

机构地区：[1]无锡职业技术学院管理学院 [2]东华大学旭日工商管理学院

出　　处：《企业经济》2015年第10期15-19,共5页Enterprise Economy

基　　金：国家社会科学基金项目"区际产业转移及其对区域经济关系的影响"(批准号:10BJL044);教育部人文社会科学项目"怀旧消费的唤起及其作用机理研究"(批准号:10YJC630399);江苏省高校哲学社会科学基金项目"消费者对碳标签食品的认知及支付意愿研究"(批准号:2013SJB6300092)

摘　　要：碳标签制度是一种新型技术性贸易措施,在食品安全管理中作用显著。但若在食品包装上加贴标签,势必会导致产品成本提高、价格提升,给消费者对碳标签食品的消费支付意愿造成一定影响。本文通过实地调研,运用条件价值评估法,借助二元Logistic模型研究消费者对碳标签食品的支付意愿,并在此基础上深度剖析影响消费者碳标签食品购买支付意愿的因素。实证研究结果显示,我国消费者对碳标签食品的认知度严重偏低,消费者对碳标签的认可度和态度与其碳标签商品购买支付意愿呈现正相关关系,年龄、学历和收入个体的特征值对碳标签商品购买支付意愿也有正向作用。在此基础上,提出相关政策建议。The carbon label system is a new type of technical trade measures, which has significant effects in food safety management, but in the food packaging and labeling, product cost increase will inevitably lead to price increase, causing a serious im- pact on the willingness of the leading consumers to pay for carbon labeling food consumption. Based on the field investiga- tion, the paper uses the contingent valuation method and the binary Logistic model to study consumer willingness to pay for carbon labeling food, and on the basis, conducts a deep analysis of the factors influencing consumer＇s willingness to pay for carbon labeling food. The empirical results show that China＇s consumer awareness of carbon labeling food is very low, consumers of carbon label recognition and attitude to purchase willingness to pay for carbon label goods is positively correlated; age, education and incomes of individuals also has a positive effect on the willingness to pay for carbon label goods.

关 键 词：碳标签食品 消费行为 支付意愿 消费认知 

分 类 号：F224[经济管理—国民经济] F203