可追溯蔬菜的消费者购买意愿与行为特征分析——基于江苏6个设区市的微观证据  

Purchase Intention and Behavior Characteristics of Consumers toward Traceable Vegetables--A Micro-evidence from Six Cities in Jiangsu Province

作　　者：葛灿菂 朱大威[1] 朱方林[1] Ge Candi;Zhu Dawei;Zhu Fanglin(Institute of Agricultural Economics and Development,Jiangsu Academy of Agricultural Sciences,Jiangsu Agricultural Science and Technology Innovation Decision Consulting Research Base,Nanjing 210014,Jiangsu)

机构地区：[1]江苏省农业科学院农业经济与发展研究所/江苏农业科技创新决策咨询研究基地,江苏南京210014

出　　处：《农业展望》2023年第3期69-79,共11页Agricultural Outlook

基　　金：中国博士后科学基金资助项目(2020M671391);江苏省农业三项工程“江苏现代农业(蔬菜)产业技术体系产业经济研究”[JATS(2018)267;JATS(2019)409];江苏省农业科学院基本业务经费软科学项目[ZXR(19)007]。

摘　　要：农产品可追溯体系是降低信息不对称的有效手段,但消费者对其认知度较低,购买行为与购买意愿可能存在偏差。以江苏省688个消费者调查数据为样本,构建Bivariate Probit模型,实证分析消费者对可追溯蔬菜的购买意愿与实际购买行为特征。结果表明,消费者对可追溯蔬菜具有较高的购买意愿,但购买行为与意愿之间存在较大偏差。购买意愿与购买行为的影响因素既有共通性也有差异性:可追溯试点项目认知及食品安全经历同时影响消费者的购买意愿与购买行为;家庭蔬菜消费量、担心优质蔬菜质量及受教育程度等因素显著影响购买意愿;购买包装鲜菜、购菜时查看蔬菜标签、家庭收入以及家中有儿童等因素显著影响购买行为。最后,根据研究结论,提出扩大可追溯蔬菜项目试点范围、合理定价、完善追溯标准、耦合追溯体系与质量认证体系等政策建议。Traceability system is an efficient tool to reduce information asymmetry.However,with low awareness,consumers'purchase behavior on traceable agricultural products may largely deviate from their intention.Based on the 688 samples collected in Jiangsu province,consumers'purchase intention and behavioral characteristics for traceable vegetables were analyzed by using the Bivariate Probit model.The results indicated that consumers are with high purchase intention toward traceable vegetables,however,their purchase behavior largely deviates from their intention,there are similarities,as well as differences between the influencing factors of consumers'purchase intention and purchase behavior:awareness of the pilot program and the food safety experience both affect consumers'intention and behavior;family vegetable consumption,shoddiness for high-quality vegetables,and education significantly influence purchase intention;purchasing packed vegetables,investigating label information,family income,and child in family significantly influence purchase behavior.Finally,according the research results,some policy suggestions were put forward from expanding the scope of traceability project,pricing reasonably,perfecting traceability standard,coupling traceability system and quality certification system.

关 键 词：可追溯蔬菜 消费需求 Bivariate Probit模型 购买意愿 购买行为 

分 类 号：F713.55[经济管理—市场营销] F326.13[经济管理—产业经济]