基于实验经济的可追溯食品消费认知及支付意愿分析

An Analysis of Retrospective Food Consumption Cognition and Willingness to Pay Based on Experimental Economy

以中国江苏省无锡市259个消费者为样本展开可追溯食品的消费认知调查,并以可追溯猪肉为案例设置四个安全信息属性,引入MPL法与BDM实验拍卖法相结合的实验经济学方法研究了消费者对可追溯猪肉信息属性的支付意愿。结果表明,消费者对食品安全的整体关注程度很高,但对当前食品安全满意度的评价相对普遍较低。网络媒介在可追溯食品市场推广中发挥了重要作用,但试点城市的消费者对可追溯性的认知和关注度仍然较低。此外实验结果显示,消费者愿意为可追溯食品信息属性支付溢价,其中消费者对猪肉品质检测属性具有最高的支付意愿,且消费者对可追溯猪肉认同度和购买态度在实验前后呈现明显变化说明了实验过程中信息传递的有效性。据此,本文提出了促进中国食品可追溯体系发展的政策建议。

T aking 259 consumers in Wuxi City,Jiangsu Province,C hina as samples,a consumer cognition survey of traceable food was carried out,and four safety information attributes were set up for traceable pork as a case.The willingness of consumers to pay for traceable pork information attributes was studied by using the experimental economic method of the combination of MPL and BDM auction experiments.The results show that consumers pay high attention to food safety as a whole,but the evaluation of current food safety satisfaction is relatively low.Internet media plays an important role in the promotion of traceability food market,but consumers in pilot cities still have low awareness and attention to traceability.In addition,the experimental results show that consumers are willing to pay premium for traceable food information attributes,among which consumers have the highest willingness to pay for pork quality detection attributes,and consumers’identity and purchase attitude towards traceable pork change significantly before and after the experiment,which shows the effectiveness of information transmission in the experiment process.Therefore,this paper puts forward some policy suggestions to promote the development of food traceability system in China.