城市消费者对碳标签牛奶的偏好及其异质性来源——基于选择实验法的分析  

Urban consumers’preference and its heterogeneity for milk with carbon footprint label:An analysis based on choice experiment method

作　　者：张红 韩子旭 熊航[1] ZHANG Hong;HAN Zi-xu;XIONG Hang(School of Economics and Management,Nanjing Agricultural University,Nanjing,Jiangsu 210095,China)

机构地区：[1]南京农业大学经济管理学院,江苏南京210095

出　　处：《农业现代化研究》2021年第1期112-122,共11页Research of Agricultural Modernization

基　　金：国家自然科学基金青年项目(71703072);南京农业大学中央高校基本科研业务费人文社科基金项目(SKCX2017003)。

摘　　要：分析城市消费者对低碳农产品的偏好、支付意愿及其偏好的异质性来源对减少碳排放、促进农业可持续发展意义重大。基于选择实验法,以牛奶为例,利用上海、南京和杭州786名城市消费者的调查数据,采用混合Logit模型,分析了习惯性购买常温奶或鲜牛奶两类消费群体对碳标签牛奶的偏好和支付意愿,探讨其偏好的异质性来源。结果表明,在消费者了解碳标签基本含义的前提下,两类消费群体对牛奶低碳和中碳标签均有显著正向偏好,并且牛奶低碳与全脂标签存在互补关系;常温奶和鲜牛奶消费群体对牛奶低碳标签的平均支付意愿分别为4.13元/盒和5.63元/盒。两类消费群体对牛奶碳标签的偏好具有异质性,且异质性来源不同。对常温奶消费群体而言,年龄越小、个人月收入越高、牛奶购买频率越高和对碳标签较熟识的消费者更倾向于购买低碳足迹牛奶;对鲜牛奶消费群体而言,男性、年龄越小、受教育程度越高和较为关注低碳信息的消费者购买碳足迹较低的牛奶的可能性更高。另外,消费者对低碳农产品作用的认知在两类消费群体中均正向影响其低碳偏好。因此,提出政府及相关机构应完善低碳产品认证制度、加强宣传推广碳标签的力度、向消费者普及低碳农产品相关知识、企业要注重低碳市场细分等政策建议。Understanding the preference and the willingness to pay(WTP)of urban consumers for low-carbon agricultural products and the sources of preference heterogeneity is of great significance for reducing carbon emissions and promoting sustainable agricultural development.Based on a data of 786 urban milk consumers in Shanghai,Nanjing and Hangzhou,this paper adopted the choice experiment method to explore the preference and WTP of two types of consumer groups that usually buy long-shelf-life milk or fresh milk for carbon footprint labeled milk by the mixed Logit model.Results indicate that:when consumers understand the basic meaning of carbon footprint label both types of consumer groups have a significant positive preference for milk with low-carbon and medium-carbon footprint label with a complementary relationship between low-carbon footprint label and whole milk label.In addition,the average WTPs for milk with low-carbon footprint label from consumer group that usually buys long-shelf-life milk and from consumer group that usually buys fresh milk were 4.13 yuan/box and 5.63 yuan/box respectively.Furtherly,the preferences of two consumer groups for milk with carbon footprint label are heterogeneous and the sources of preference heterogeneity were different:the long-shelf-life milk consumers with younger age,higher monthly income,more frequent purchase,and more knowledge about carbon footprint label prefer to buy milk with a low-carbon footprint label;while fresh milk consumers with being a male,younger age,higher education,and being more concerned about low-carbon information prefer to buy milk with low-carbon footprint label.Finally,consumers’perception of the role of low-carbon agricultural products positively influences their low-carbon preference in both consumer groups.Therefore,this paper suggests that the government and relevant institutions should improve the low-carbon product certification system,strengthen the promotion of carbon footprint label and popularize knowledge about low-carbon agricultural prod

关 键 词：碳标签 选择实验 消费偏好 支付意愿 偏好异质性 

分 类 号：F323.7[经济管理—产业经济] F326.3