广东省消费者对食用农产品标识的认知及支付意愿

Consumers' perception and willing-to-pay of agrofood label in Guangdong Province

农产品标识是传播农产品信息的有效途径,能够消除农产品信息不对称现象。广东省于2009年率先在我国颁布实施了农产品标识市场准入制度,因而其消费者具有较好的认知基础。通过对广州、湛江、东莞和惠州4市消费者进行实地调研,运用二元Logistic回归模型,重点研究消费者对农产品标识的认识水平以及影响其支付意愿的主要因素。研究结果表明:消费者对加贴标识农产品的认知水平和支付意愿具有正相关性,即认识水平低,支付意愿也低;另外,年龄、收入、文化程度、支付能力和农产品价格也是影响消费者支付意愿的重要因素;其中,农产品价格与支付意愿负相关,其他影响因素与支付意愿正相关。

Label is a visible carrier to convey quality safety information for consumers.It is useful to eliminate information asymmetries of agrofood.To eliminate the adverse effects of agricultural information asymmetries,labeling of agrofood market access system was firstly implemented in Guangdong Province in 2009.Sampled from Guangzhou,Zhanjiang,Dongguan and Huizhou,the paper researched consumers＇ perception to agrofood label,and main factors influencing consumers＇ willingness-to-pay（WTP）,based on the binary logistic regression.The results showed that consumers＇ WTP for the label was low due to the low level of understanding.In addition,age,education,income,affordability and price were also important factors influencing consumers＇ WTP,where price had negative relationship with consumers＇ WTP.