消费者对食品质量安全标识支付意愿实证研究——以南京市猪肉消费为例

On Consumer's Willingness to Pay on Food Quality and Label Safety:A Case Study of Pork Consumption in Nanjing City

消费者对质量安全标识的支付意愿和支付行为是决定食品安全标识制度能否有效运行的重要因素,准确测度消费者对质量安全标识的支付意愿对于食品安全标识制度的完善具有重要意义。国内以往研究多采用假想价值评估法(CVM)对单一标识的支付意愿进行测度,但由于商品价值通常由其内含的各种特征的价值共同决定,单独测度某一标识的支付意愿会忽略不同特征间的交互影响。以猪肉质量安全标识作为研究对象,采用选择实验模型法(CE)测度多种质量安全标识共存条件下的消费者支付意愿。研究结果表明:对食品加贴不同种类的标签标识都有助于提高消费者的效用水平;我国消费者对质量安全标识的支付意愿较高;可追溯标识一定程度上能够增加消费者对安全认证标识的信任度进而提高其支付意愿;原产地标识对安全认证标识的支付意愿影响不大,但可以强化消费者对产品质量品质的信任度。

The consumers＇ willingness to pay（WTP） and payment behavior on food quality and safety labels are important factors determining the effectiveness of food safety labeling system.The accurate measurement of consumer＇s WTP for quality and safety label is important for improving food safety label system.Previous studies usually use the contingent value method（CVM） to measure WTP on a single label,but as the value of commodity is usually determined by all the values of various characteristics,a separate measurement of WTP for a label ignores different interactions between these characteristics.This paper takes the quality and safety labels of pork as the research object,using choice experiment method（CE） to measure the consumer＇s WTP on quality and safety label under coexistence conditions.The results show that：different types of food labels will help increase the consumer utility level;the consumers＇ WTP of our country on quality and safety label is high;the traceability label will help increase the trust on safety label and increase the WTP;the country origin label has less effect on WTP on the safety label but strengthens the consumer＇s confidence on the quality of products.