具有事前质量保证与事后追溯功能的可追溯信息属性的消费偏好研究  

Attribute with pre-incident quality assurance and post-incident traceability

作　　者：吴林海 龚晓茹 陈秀娟 朱淀[3] WU Lin-hai;GONG Xiao-ru;CHEN Xiu-juan;ZHU Dian(Food Safety Research Base of Jiangsu Province,Jiangnan University,Wuxi Jiangsu 214122,China;School of Business,Jiangnan University,Wuxi Jiangsu 214122,China;School of Business,Suzhou University,Suzhou Jiangsu 215001,China)

机构地区：[1]江南大学食品安全风险治理研究院,江苏无锡214122 [2]江南大学商学院,江苏无锡214122 [3]苏州大学东吴商学院,江苏苏州215001

出　　处：《中国人口·资源与环境》2018年第8期148-160,共13页China Population,Resources and Environment

基　　金：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"(批准号:71273117);江苏省研究生科研与实践创新计划项目"具有不同层次安全信息的可追溯猪肉市场需求模拟研究"(批准号:KYCX17-1476)

摘　　要：本文从中国猪肉供应链体系存在的主要风险出发,构建由可追溯信息、可追溯信息真实性认证、原产地、价格等四个属性构成的相对完整的可追溯猪肉属性体系,将原产地属性与可追溯信息属性、可追溯信息真实性认证属性分别作为可追溯猪肉的事前质量保证、事后可追溯的功能信息属性,并以江苏省无锡市332个消费者为案例,基于选择实验方法,借助Nlogit 5.0分析工具,采用随机参数和潜在类别模型研究消费者对可追溯食品的偏好。研究表明,消费者对完整的可追溯信息属性具有最高的支付意愿,同时偏好于本地产属性、可追溯信息真实性认证属性,因此设置事前质量保证与事后追溯信息属性相结合的完整的猪肉可追溯体系具有重要价值,对促进可追溯猪肉的市场普及意义重大。具有养殖、屠宰加工的可追溯信息属性与本地产属性、可追溯信息真实性的国内第三方认证属性具有互补关系,并且消费者对产地属性具有较高的支付意愿,因此在目前猪肉可追溯体系中事后可追溯信息属性设置不完备的情形下,完善具有事前保证功能的原产地标签制度是符合市场需求的。消费者偏好于可追溯信息真实性认证,偏好程度依次为可追溯信息真实性的政府认证、国际第三方机构认证、国内第三方机构认证。研究还进一步证实,价格敏感型、无差异型与可追溯偏好型三种类别的消费者对不同层次的可追溯猪肉的信息属性的偏好具有异质性,而且不同类别的消费者均偏好于完整可追溯猪肉的信息属性。This study analyzed main risks in China ＇s pork supply chain and established a complete traceable system of pork properties. Specifically, the traceable information of pork properties includes traceable information, certification information of traceable information authenticity,origin and price,among which origin,traceable information and certification of traceable information authenticity were regarded as the functional information attributes with pre-incident quality assurance and post-incident traceability.Next,this study focused on 332 consumers from Wuxi,Jiangsu,China,conducted choice experiments on Nlogit 5. 0 platform,and investigated the consumers＇ preference for traceable food using random parameters logit（ PRL） and latent class model（ LCM）.Results showed that consumers exhibited greatest willingness to pay for complete traceable information and preferred the local pork and the certification of traceable information authenticity. The traceable information including breeding and slaughter/processing and domestic third-party certification attributes including the origin and authenticity of traceable information were complementary. The consumers preferred the certification of traceable information authenticity and particularly trusted government certification of traceable information authenticity,followed by the international third-party and domestic third-party certification. Furthermore,the preference of different types of consumers for the information attributes of traceable pork at different levels was characterized by heterogeneity,and the consumers at all levels all preferred complete information attributes of traceable pork.

关 键 词：可追溯猪肉 信息属性 原产地 消费偏好 选择实验 

分 类 号：F323[经济管理—产业经济]