加工农产品的附加值来自哪里——消费偏好视角的分析  

Where does the Added Value of Processed Agricultural Products come from?——From the View of Consumer Preference of Quality Attributes

作　　者：王二朋[1] 高志峰[2] 耿献辉[3] WANG Erpeng;GAO Zhifeng;GENG Xianhui

机构地区：[1]南京工业大学经济与管理学院,南京211800 [2]佛罗里达大学食品与资源经济系,盖恩斯维尔32608 [3]南京农业大学经济管理学院,南京210095

出　　处：《农业技术经济》2020年第1期80-91,共12页Journal of Agrotechnical Economics

基　　金：教育部人文社会科学研究项目基金“食品原产国偏好的形成与调节机制研究”(编号:19YJC790132)

摘　　要：从消费者偏好的视角,探究加工农产品的附加值来源,能够为中国农产品加工业发展提供关键信息。以果汁产品为例,本文采用选择实验法实证分析了消费者对产品类型、品牌地、加工地、原料产地和转基因等产品属性的偏好与支付意愿。研究结果表明,产品类型和非转基因是果汁产品附加值提升的关键,品牌和原料的原产国也有助于实现加工农产品的附加值;消费偏好具有显著的异质性特征,针对不同消费群体的产品质量设计有助于实现加工农产品的附加值。因此,政府产业政策部门和农产品加工企业可以通过调整产品类型和加贴非转基因标签,来提升中国加工农产品的附加值。同时,通过政府或行业协会实施品牌和原料的原产国公共推广政策、维护和塑造原产地正面形象,也能够有效提升附加值。From the perspective of consumer preference,we aim to explore the sources of added value for processed agricultural products to provide key information for the development of agricultural products processing industry in China.Taking juice products as an example,this paper use choice experiment method to analyze consumers’preferences of product types,COO of brand,COO of raw material,COO of processing location and genetically modified ingredients.The results show that types and non-GM are the keys to increase added value,and the country-of-origin of the brand and raw materials are helpful to realize the added value of processed agricultural products.The consumption preference has shown significant heterogeneity,which means that the product quality design for different consumer groups can help to realize the added value of processed agricultural products.Therefore,policymakers and agricultural products processing enterprises can improve the added value by adjusting the product types and non-GMO labels.Meanwhile,the public promotion policies of country-of-origin should be implemented to maintain and shape the positive image of the country of origin of China through the support of government or industry associations,which can also effectively increase the added value.

关 键 词：加工农产品 消费偏好 选择实验 支付意愿 附加值 

分 类 号：F326.5[经济管理—产业经济]