消费者杂粮品质属性偏好及支付意愿的研究——来自东北三省的数据  

Study on Consumer Preference and Willingness to Pay for Quality Attributes of Coarse Grain in the Three Northeastern Provinces of China

作　　者：胡云鹤 章磷[1] Hu Yunhe;Zhang Lin(College of Economics and Management,Heilongjiang Bayi Agricultural University,Daqing 163319)

机构地区：[1]黑龙江八一农垦大学经济管理学院,大庆163319

出　　处：《黑龙江八一农垦大学学报》2024年第3期122-127,共6页journal of heilongjiang bayi agricultural university

基　　金：黑龙江省杂粮产业技术协同创新推广体系项目。

摘　　要：杂粮作为家庭膳食体系中的重要组成部分,对于提高全民健康具有积极意义。通过对东三省杂粮消费者的调研,基于选择实验理论,分析杂粮品牌、认证标识、营养成分标签、外观、口感、价格等属性对消费者选择杂粮的影响,并运用混合Logit模型,研究消费者对杂粮品质属性偏好及支付意愿。结果表明:品牌属性、认证标识属性、营养成分标签属性和价格属性对消费者偏好有显著性影响;且偏好性由强到弱依次是认证标识、品牌、营养成分标签、价格;此外,消费者对杂粮各属性支付意愿由高到低依次是认证标识、品牌、营养成分标签。综上,根据研究结果提出了加强杂粮认证标识应用和丰富杂粮产品类型的建议。As an important component of the family dietary system,coarse grains have a positive significance in improving the overall population's dietary health.Based on the choice experiment theory,this study conducts a questionnaire survey among consumers in the three northeastern provinces of China to analyze the factors influencing consumer choices of coarse grains,such as brand,product labeling,nutrition labels,appearance,taste,and price.Additionally,a mixed logit model was used to examine consumer preferences and willingness to pay for the quality attributes of coarse grains.The research findings indicated that there was heterogeneity in consumer preferences for the quality attributes of coarse grains.It was revealed that consumers had a strong preference for certifications and nutrition labels related to coarse grains,followed by brand preference.Furthermore,price remained a significant factor affecting consumer purchase decisions of coarse grains.Based on this study,recommendations were proposed to promote consumer choices of coarse grains based on quality attributes.

关 键 词：杂粮 品质属性 支付意愿 选择实验 

分 类 号：F326.11[经济管理—产业经济]