创新型农产品的产品特质对消费者支付意愿的影响——以作物营养强化大米为例  

The impacts of product feature on consumers' willingness-to-pay for innovative food products: A case study of biofortified rice

作　　者：孙山 青平[1] 刘贝贝[1] 游良志 SUN Shan1, QING Ping1, LIU Bei-bei1, YOU Liang-zhi1,2(1. College of Economics and Management, Huazhong Agricultural University, Wuhan, Hubei 430070, China; 2. Intemational Food Policy Research Institute, Washington 20006, USA)

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070 [2]国际食物政策研究所,美国华盛顿20006

出　　处：《农业现代化研究》2018年第5期743-750,共8页Research of Agricultural Modernization

基　　金：国家自然科学基金项目(71561147001;71073064);中国工程院重大战略咨询项目(4005-35016010)~~

摘　　要：作物营养强化农产品作为一种创新型农产品,能够有效解决因微量营养素缺乏而带来的"隐性饥饿"(Hidden Hunger)问题。提高消费者支付意愿是推广作物营养强化农产品的关键环节。基于作物营养强化农产品的颜色特征和营养素类型的视角,建立消费者选择模型,运用准实验法,探讨颜色的改变和营养素类型对消费者支付意愿的影响。结果表明,颜色的改变会减少消费者对作物营养强化大米的支付意愿,消费者对促进型营养素强化大米的支付意愿显著高于预防型作物营养素强化大米。消费者的感知风险在颜色影响支付意愿的过程中起中介作用,感知收益在营养素类型对支付意愿的影响过程中起中介作用。基于此,为了让创新型农产品的推广产生更好的效果,建议开发过程中,赋予产品的特征要以消费者为导向;推广和宣传过程中,要基于消费者的认知规律,进行针对性的产品沟通;要防范消费者食品感知风险的泛化对创新型农产品的负面外溢。As innovative food products, biofortified crops can effectively decrease the micronutrient deficiencies. Biofortification is the process by which the necessary daily micronutrients are delivered directly to staple crops. Biofortified staple crops, when consumed regularly, will generate measurable improvements in human health and nutrient. The success of biofortified staple crops depends on whether they are accepted and consumed by target consumers. Based on current studies our hypothesis is that the color and nutrient type have significant influences on consumers＇ willingness-to-pay （WTP） for biofortified rice. Two studies of Chinese adult consumers provided support for our hypothesis. Specifically, compared with yellow biofortified rice, consumers showed a strong preference for white biofortified rice, and that this effect was mediated by the perceived risk of biofortified food. Biofortification improves the nutritional content of staple food crops and the type of nutrient biofortified in crops influences consumer＇s WTP for biofortified rice. The participants have a strong preference for biofortified rice with promotion-focused nutrient, compared with prevention-focused nutrient. The perceived benefits of biofortified food did indeed mediate the relationship between the nutrient type and the WTP for biofortified rice. Finally, we discussed the theoretical and practical implications and recommended that future research and development of biofortified staple crops should consider the psychological characteristics and cognitive rules of consumers.

关 键 词：作物营养强化 产品颜色 营养素类型 信息框架 支付意愿 

分 类 号：F323.7[经济管理—产业经济]