消费者茶叶质量安全标识认知度及支付意愿研究

The Study of Consumer Perceptions and Willingness-to-pay for Tea Quality and Safety Identifications

以国家茶叶产业技术体系产业经济研究室(CTIER)的城市居民茶叶消费调研数据为依据,对消费者茶叶质量安全认知及支付意愿做了统计分析研究。结果表明,消费者对茶叶质量安全标识的认知水平和信任程度均较低,且对不同认证标识的认知水平与信任度均存在显著差异;多数消费者愿意为质量安全标识产品支付高于普通产品的价格,但可接受的溢价幅度并不高。研究结论为今后更有效地开展质量安全认知认证提供了微观证据,也为之后质量安全问题的深入研究做了铺垫。

Based on the urban residents＇ tea consumption data that collected by CTIER, this paper carried on a statistical analysis to the consumer perceptions and willingness-to-pay （WTP） for tea quality and safety identifications. The result showed that consumer perceptions and confidences of different kinds of quality and safety certification logos, which differed considerably, were rather low. Moreover, the majority of consumers had purchase intentions toward the certified logos, but their acceptable premium level was limited. These conclusions provided microcosmic evidences for future quality security authentification, and laid the groundwork for the next step of lucubrating quality safety problems.