基于CVM的有机农业认知程度和消费意愿研究——以江西省居民为例  

Recognition Degree of Organic Agriculture and Willingness to Pay of Consumers Based on CVM——Evidence from Jiangxi Province

作　　者：蒋哲[1] 朱波[1] 田媛[1] 梁超[1] 刘章勇[1] 陈阜[1,2] 

机构地区：[1]长江大学农学院,湖北荆州434025 [2]中国农业大学农学与生物技术学院,北京100193

出　　处：《中国农学通报》2016年第5期200-204,共5页Chinese Agricultural Science Bulletin

基　　金：国家科技支撑计划项目"有机产业优势区域生态价值关键技术研究"(2014BAK19B06-03);国家自然科学基金项目"稻田生态系统服务功能的SCM经济评价研究"(31270488);"紫云英还田条件下稻田N2O排放的微生物学机制研究"(31501274)

摘　　要：为探讨参与者对有机农业的认知程度、消费现状、理想售价以及对有机农田景观文化功能的支付意愿,基于条件价值法(CVM)对江西省万载县、宜春市和南昌市3个级别地域居民随机进行问卷调查,并对受访者的社会经济特征与理想售价和支付意愿进行相关性分析。结果表明:仅有20.7%的受访者对其比较了解,总体认知程度较低。受访者认为有机产品的理想价格为常规产品的2.6倍,理想价格与受访者的了解程度显著相关(P=0.034),与受访者的性别(P=0.002)和月收入(P=0.002)呈极显著相关。受访者对有机农业景观文化教育功能的平均支付意愿为316.7元/(人·年),支付意愿与受访者的了解程度(P=0.002)和月收入(P=0.000)极显著相关。基于此研究得出,加大宣传、合理定价、针对高收入群体等都是扩大国内有机产品及服务市场的有效手段。To study the recognition degree of organic agriculture, ideal price of organic products and thewillingness to pay（WTP） for the landscape and culture function of organic farmland, a random questionnairesurvey was conducted using the contingent value method（CVM） in Wanzai County, Yichun City and NanchangCity in Jiangxi Province. And the correlation analysis between WTP, recognition degree and the respondents＇ social-economic characteristics was conducted. The results showed that the recognition degree was low, only20.7% of the respondents had a relative good recognition on organic agriculture. The respondents＇ ideal priceon organic products was 1.6 times higher than that of non-organic products. The ideal prices had a significantcorrelation with recognition degree of respondents（P=0.034）, and had an extremely significant correlationwith gender（P=0.002） and monthly income（P=0.002）. The average WTP for landscape and educationfunction of organic farmland was 316.7 yuan/（persona）. And the WTP for landscape and education function oforganic farmland had extremely significant correlation with recognition degree（P=0.002） and monthly income（P=0.000）. On the basis of these results, enhancing publicity, pricing reasonably, focusing on high-incomegroups are all effective ways to expand the market of organic agricultural products and services in China.

关 键 词：有机农业 认知程度 消费意愿 条件价值法(CVM) 江西省 

分 类 号：S345[农业科学—作物栽培与耕作技术] C811[农业科学—农艺学]