追溯信息信任对消费者可追溯猪肉支付意愿的影响差异研究——基于不同追溯信息内容、发布方和发布渠道的情境模拟

A Study on the Influence of Traceability Information Trust on Consumers’ Willingness to Pay for Traceable Pork——Scenario Simulation Based on Different Traceability Information Content,Publisher and Release Channel

本文依据上海市实地调查的501位消费者问卷数据,选用假想价值评估法和二元Logit模型,基于不同追溯信息内容、发布方和发布渠道的模拟情境,研究消费者对可追溯猪肉的支付意愿及其影响因素,重点考察不同层次可追溯信息信任对消费者可追溯猪肉支付意愿的影响差异。结果显示:消费者对可追溯猪肉的认知程度偏低,信息强化后,消费者对政府发布的、可以追溯到生猪养殖环节的追溯信息信任程度最高;消费者普遍愿意为可追溯猪肉支付额外价格,然而对不同属性组合可追溯猪肉的平均支付意愿存在差异,对追溯到生猪养殖环节+政府发布+手机/网站查询的猪肉追溯信息组合最为信任,且平均支付意愿达到7.98元/kg。因此建议,应生产具有不同可追溯属性层次的可追溯猪肉,满足多样化的消费需求;并建立可追溯猪肉额外生产成本分担机制,由政府财政加大对生产经营者补贴,降低生产成本与可追溯猪肉价格,促进猪肉可追溯体系的建立。

At present,the safety information of food traceability system in China is relatively simple,in order to understand and meet the needs of consumers multi-level and diversification,this paper selects the hypothetical value evaluation method and the binary Logit model based on the 501 consumer questionnaire data of Shanghai field investigation.Based on the simulated situations of different traceability information contents,issuers and release channels,this paper studies consumers’willingness to pay for traceable pork and its influencing factors,and focuses on the difference of the influence of traceability information trust on consumers’willingness to pay for traceable pork.The results show that consumers have a low level of awareness of traceable pork.After information enhancement,consumers have the highest level of trust in the traceable information released by the government,which can be traced back to the pig breeding link.Consumers are generally willing to pay extra for traceable pork,but there are differences in the average willingness to pay for traceable pork with different attribute combinations.The combination of pork traceable information traced back to pig breeding link+government release+mobile phone/website query is the most trusted,and the average willingness to pay reaches 7.98 yuan/kg.Therefore,it is suggested that traceable pork with different levels of traceable attributes should be produced to meet diversified consumer demands.In addition,the additional production cost sharing mechanism of traceable pork should be established.The government finance should increase subsidies to producers and operators,reduce production cost and traceable pork price,and promote the development of pork traceable system.