消费者对食品安全的选择意愿——以南京市有机蔬菜消费行为为例

Consumers' choice on food safety: a case study of organic vegetable purchasing behavior in Nanjing

针对南京市消费者有机蔬菜购买行为和支付意愿的调查数据,二元Logit模型结果表明年龄、教育程度、对有机蔬菜的认知度以及对目前蔬菜安全的担心度等因素显著影响了消费者的购买行为。有序Logit模型回归结果表明,影响支付意愿的因素包括消费者年龄、受教育程度、性别、家庭规模、蔬菜属性重要程度以及对环境污染的担心度。

The development of organic food depends on the acceptability by the consumers. The paper examines the impacts of socioeconomic, demographic characteristics, concerns over food safety and environment of consumers on organic vegetable purchasing behavior using Binary Logit and Ordered Logit regression techniques. Data was collected through a survey in the city of Nanjing. Empirical results show that age, education, cognition level for organic vegetables and concern over the vegetable safety exert great influences on consumers＇ purchasing behavior, Ordered Logit regression resuh indicates that factors affecting willingness to pay （WTP） are significantly and positively related to conceres on environmental pollution and experience and negatively related to education, sex, the ranking of importance of price and appearance.