消费者对有机农产品的支付意愿研究——以北京、武汉市城镇消费者为研究对象

Research on Consumers' Willingness of Organic Agricultural Products Paying: Taking Beijing, Wuhan Urban Consumers as the Research Objects

国际市场对有机农产品需求不断提高,但中国有机农产品消费市场却发展缓慢。文章基于对北京、武汉市城镇消费者的实地调查,分析有机农产品溢价支付意愿和边际支付意愿。研究得出,当前消费者对有机农产品的溢价支付意愿倾向比较低,但边际支付意愿较高,价格过高限制了有机农产品的普及和推广。另外,有机、品牌对消费者支付意愿有重要影响。

The international market demand of organic agricultural product rises ceaselessly. However, the development of Chinese organic agricultural products market is slow. Based on the survey of Beijing and Wuhan urban consumers, the paper carried out analysis on the willingness to pay for a price premium and its marginal willingness to pay. The study obtained that the current consumers＂ willingness tendency to pay for a price premium was on the low side; however, the consumers＂ marginal willingness to pay is higher. High price limits the popularization and promotion of organic agricultural products. In addition, organic and brand play an important role on the consumers willingness to pay.