消费者对可追溯猪肉的支付意愿及其影响因素研究——以上海、济南消费者为例

Consumers’ Willingness to Pay for Traceable Pork and Its Influencing Factors:A Case Study of Consumers in Shanghai and Jinan

基于上海、济南的消费者问卷调查数据,以猪肉产品为例,运用二元Logit模型研究消费者对有原产地信息属性可追溯猪肉的支付意愿及其影响因素。结果显示,消费者对"可追溯食品"或"食品可追溯体系"的认知度偏低,经信息强化后大多数受访者认为相比普通猪肉可追溯猪肉更有助于保障消费者的合法权益、更有助于维护和提升企业声誉。由模型的结果可知家人支持、投标价格、家庭人均月收入、老人情况等4个变量显著影响消费者对可追溯猪肉的支付意愿,并提出应加强宣传力度提升溯源意识,完善原产地档案建立,健全监管机制,建设政府、消费者、生产经营者联合共治的额外成本分担机制等对策建议,希望可以为政府和企业的决策提供客观依据。

Based on the consumer survey data of Shanghai and Jinan,taking the pork product as an example,the binary Logit model was used to study the consumers’willingness to pay for the traceable pork with the origin information and its influencing factors.The results show that consumers have low awareness of"traceable food"or"food traceability system".After information enhancement,most respondents believe that compared with ordinary pork,traceable pork is more helpful to protect the legitimate interests of consumers and enhance the corporate reputation.From the results of the model,it can be seen that the four variables,such as family support,bid price,monthly income per capita,and elder members of the family,significantly affect consumers’willingness to pay for traceable pork.It is suggested that publicity of traceable pork should be strengthened to raise the awareness of traceability and improve the establishment of the origin file,the supervision mechanism should be enhanced,and the additional cost-sharing mechanism of the government,consumers,and producers and operators should be formed,thus to provide an objective basis for the decisionmaking of government and enterprises.