我国婴幼儿奶粉安全管理政策效果的实证检验——基于消费者偏好的选择实验研究

An Empirical Test on Dairy Safety Management Policy Effect in China: A Study by Choice Experiment on Consumers' IMF Preference

为提振国产婴幼儿配方奶粉(Infant Milk Formula,IMF)的社会消费信心,我国政府连续推出多项乳品安全管理政策。基于政策背景的分析,将可追溯信息标签、品牌、产地与销售渠道作为主要属性,设计并实施选择实验,进而运用随机参数Logit模型对消费者支付意愿进行实证分析,据以检验公共管理政策的效果。研究表明,消费者对可追溯信息标签、知名品牌以及海外产地的IMF均有较高支付意愿,但对药店销售IMF的认可度不高。因此,推动国内乳品企业建立可追溯系统、实施兼并重组或海外生产等政策举措可望成为提升消费者信心的有效途径,而药店销售的作用则可能非常有限。

In order to improve consumer confidence on domestic Infant Milk Formula （IMF）, Chinese government put forward multiple dairy safety management policies consecutively. Based on the analysis of policy background, using traceable information label, brand, production place and sales channels as main attributes, the paper designed and implemented choice experiment （CE）, and used random parameters Logit model to analyze consumers’ willingness to pay （WTP） so as to examine the effects of public management policy. The research showed that consumer had a higher WTP to IMF with traceable information label, famous brand and overseas production place. But the recognition degree on IMF sold in drugstores is not high. Therefore, promoting domestic dairy company to set up traceable information label system, implementing merger and reorganization and producing dairy on overseas are expected to become effective paths to improve consumers’ confidence while the role of pharmacy sales may be very limited.