食品安全事件对消费者支付意愿的影响分析——以“小小光明宝宝奶酪‘乳矿物盐'事件”为例

Impact of food safety incident on consumers' willingness to pay:taking a mineral salt incident of the Guangming Dairy's baby cheese

在光明乳业生产的小小光明宝宝奶酪被发现含有被禁止的"乳矿物盐"的食品安全事件后,对上海市3所幼儿园的孩子家长作了更安全奶酪的支付意愿问卷调查,然后通过有序Logistic回归对影响他们的支付意愿的因素进行了分析。结果显示:食品安全事件对消费者的支付意愿产生了负面影响;食品安全事件发生后超过1/3的被调查者选择"国外产品"作为替代品,这部分消费者的食品安全支付意愿较高;了解"乳矿物盐"、具有农业、食品或医疗领域相关专业知识以及"认为光明牌奶酪安全"的消费者具有较高的支付意愿;而年龄在40岁以上和在政府机关或企事业有固定工作的消费者对更安全奶酪表现出消极的支付意愿。

After the food safety incident of finding the Guangming Dairy＇s baby cheese containing forbidden mineral salts in Shanghai,the questionnaire survey of consumers＇ willingness to pay（WTP）for the safer baby cheese was carried out among the parents of children in 3 kindergartens of Shanghai,and the factors influencing the WTP were analyzed by means of an ordered logistic regression model.The results showed that the food safety incident negatively impacted consumers＇ WTP.More than one third of the respondents chose foreign products as substitutes after the incident and had a higher WTP.The consumers who knew about mineral salts and had professional knowledges in agriculture/foodstuffs/medical treatment as well as believed the Guangming Dairy＇ s baby cheese to be safe had a higher WTP,but both consumers at the age of over 40 and those taking up stable occupations at government agencies or enterprise units showed a negative WTP.