绿色农产品营销过程中信息不对称问题研究

On the Problem of Information Asymmetry in the Marketing Process of Green Farm Products

绿色农产品主要具有有害残留低、对环境要求苛刻、有严格的认证标准、质量波动大等特点。绿色农产品营销过程中败德行为主要根源之一是委托—代理结构中的信息不对称。采用分成激励机制对绿色农产品的营销行为进行约束是一种理性的选择。

Green farm products has the characteristic with the low agrochemical residual,oppressive environment demands, strict certify standard and great quality fluctuation. The demoralization behavior in the marketing process of green farm products is derived from the information asymmetry in the structure of agency by agreement. It is rational choice for binding the marketing green farm products to adopt share incentive mechanism.