消费者对高品质羊肉的需求偏好与支付意愿研究——基于呼和浩特市羊肉质量安全属性的选择实验分析  

Research on Consumer Preference and Willingness to Pay for High-quality Mutton——Based on the selection experimental analysis of mutton quality and safety in Hohhot

作　　者：刘志娟 赵元凤[2] 

机构地区：[1]内蒙古财经大学商务学院 [2]内蒙古农业大学经济管理学院

出　　处：《价格理论与实践》2022年第1期170-173,175,共5页Price:Theory & Practice

基　　金：内蒙古自治区社科规划重大项目“新时代内蒙古传统产业绿色化发展研究”(2018ZGH006);内蒙古自治区社会科学重大研究项目“内蒙古乡村振兴战略研究”(2018ZDA004);内蒙古自治区人力资源和社会保障厅汇引进优秀人才经费(RZ2100000985);2020年人才开发项目(RZ2100000096)的阶段性成果。

摘　　要：消费者对高品质羊肉的认可与接受意愿是羊肉消费能否提质升级的关键。本文基于呼和浩特市消费者问卷调查数据,借助选择实验法,研究消费者对高品质羊肉质量安全属性的需求偏好与支付意愿。结果显示:不同消费者对高品质羊肉质量安全属性的需求偏好与支付意愿不同,受教育年限、家庭总收入、老人及儿童数量占比、家庭月均羊肉消费量,显著影响消费者对高品质羊肉质量安全属性的需求偏好;消费者对"有机认证"的支付意愿最高,其次是可追溯信息和产地信息,对分割形式的支付意愿最低。因此,开拓高品质畜产品消费市场、完善羊肉等畜产品"有机认证"政策法规、促进畜产品可追溯体系及产地信息体系的建立,是实现畜牧业高质量发展的重要抓手。Consumers’recognition on the high-quality mutton and their willingness to pay are the crucial factors for whether mutton consumption can improve quality and upgrade.This paper studies consumers’demand preference and willingness to pay for quality and safety attributes of high-quality mutton by using choice experiment method based on the questionnaire survey data of consumers in Huhhot.The results show that:consumers’demand preference and willingness to pay for quality and safety attributes of high-quality mutton are different;The educational level,total family income,proportion of the elderly as well as children and household consumption for mutton per month are the crucial factors affecting consumers’demand preference differences about quality and safety attributes of high-quality mutton.Consumers’willingness to pay for organic certification is highest,followed by traceable information and country of origin information,and the willingness to pay for segmentation forms is the lowest.Therefore,opening up the consumption market of high-quality livestock products,improving"organic certification"policies and regulations of livestock products such as mutton,driving the establishment of traceability system and country of origin information system about livestock products are the important tools in achieving high-quality development of animal husbandry.

关 键 词：畜牧业 肉羊产业 高品质羊肉 质量安全属性 

分 类 号：F713.55[经济管理—市场营销] F322[经济管理—产业经济] F326.3