基于选择实验法的消费者食品安全属性偏好行为研究

Research of consumer behavior for food safety attributes in the view of choice experiment

基于选择实验法(Choice Experiment),运用随机效用参数模型(RPL)和潜在分类模型(LCM)研究消费者对食品安全属性的行为偏好。研究发现,消费者对品牌、产品安全、营养成份、口碑和距保质期时间这四个食品安全属性表现出较强的偏好,价格属性则并不显著(p值为0.582),但与消费者的偏好存在反向关系;不同消费者之间对食品安全属性的偏好存在异质性;出于"健康动机"的考虑,消费者愿意为食品安全属性及其"衍生属性"(品牌、口碑等)承担相应的支付溢价;国内频发的乳品安全事故,降低了消费者对国内奶粉企业和政府及第三方认证的信任水平,这种信任反差导致消费者在购买婴儿奶粉时更偏好于价格更高的国外品牌。

Based on choice experiment, this paper analyzed the behavior preference in food safety attributes. Random utility model and latent class model were used. Consumers show relatively strong preference towards factors including brand, product safety, nutrition component, reputation and remaining shelf life.However,they dont care about price.Heterogeneity is found among various groups.For health motivation, consumers are willing to pay premium for product safety and its derived characters such as brand and reputation.Consumer trust for domestic milk enterprise,the government and third-party certification is reduced by frequent safety accidents, leading to preference on foreign brand even with higher price.