消费者对转基因大米的购买意愿——基于价格反应的消费者分类研究  

Consumer Willingness to Buy Genetically Modified Rice:A Consumer Segmentation Study Based on Price Response

作　　者：高杨[1] 

机构地区：[1]中国农业大学经济管理学院

出　　处：《华南理工大学学报（社会科学版）》2017年第1期49-57,共9页Journal of South China University of Technology(Social Science Edition)

摘　　要：基于2013年15省份城镇居民的调查数据,对转基因偏好者、转基因排斥者以及价格敏感者人群的消费行为及其影响因素进行了分析。研究结果显示,转基因排斥者与价格敏感者是社会经济层次不同的两个群体;随着转基因大米主观认知水平的提高,转基因排斥者对转基因大米愈加排斥,表明这个群体对转基因技术及食品的负面认知主导了其消费行为;"2012年黄金大米事件"对价格敏感者产生了显著的负向影响,表明媒体对转基因技术及食品的客观报道会有助于提高这个人群对转基因大米的购买意愿;转基因偏好者和价格敏感者均视转基因大米为"正常品",而转基因排斥者则视转基因大米为"劣等品",表明收入水平的提高,并不必然导致消费者对转基因大米的排斥。This essay analyzes consumer behaviors and their associated factors influencing the behaviors of three groups of consumers who were in favor of,opposed to,and price-sensitive to Genetically Modified（ GM） rice on the basis of a survey dataset on the Chinese urban residents in 15 provinces in 2013.Results showed that the consumer group who was opposed to GM rice differs from the one which is pricesensitive to GM rice in terms of social economic status. With the improvement of subjective knowledge on GM rice,the consumer group was found to be more strongly opposed to GM rice,implying that this group＇s negative perception to GM technology and foods dominated their behaviors. ＂The golden rice event in 2012 ＂ had a significant negative impact on the consumer group,suggesting that the objective media coverage on GM technology and foods would help improve this group＇s willingness to buy GM rice.Both consumers preferring GM rice and price-sensitive to GM rice regarded GM rice as a ＂something normal＂ while consumers who opposed GM rice thought GM rice as an ＂something inferior＂,indicating that rise of personal incomes in urban China would not necessarily lead to the rejection of the GM rice.

关 键 词：消费者分类 转基因大米 购买意愿 

分 类 号：F713.55[经济管理—市场营销]