消费者对有机食品支付意愿的品种差异及其影响因素——以大米和五花肉的比较为例

以有机大米和有机五花肉为例,采取双边界二分式CVM,使用北京地区744个网上调查样本数据,研究消费者对有机食品支付意愿的品种差异及其影响因素。结果显示:收入、购买频率和有机标识的信任水平对有机食品的支付意愿具有显著的正向影响,而年龄、婚姻、性别和教育水平等消费者个体特征变量影响不显著;有机大米的溢价率高于有机五花肉,主要受食品需求弹性、购买频率、信任水平和环境保护属性等因素的影响。因此,有机食品企业可按收入和购买频率更好地识别目标群体;通过强化消费者对有机食品的信任,提高支付意愿水平;且在定价时应考虑溢价率在品种间的差异。

Taking the case of organic rice and organic streaky pork, this paper uses double-bounded dichotomous-choice contingent valuation format and 744 samples collected through online survey in Beijing to investigate the variety difference of WTP and its contributing factors. The results are as follows： variables such as income, purchase frequencies and trust level have significant positive effects on WTP, while individual characteristic variables such as age, marriage, gender and education have no significant impact. The premium rate of organic rice is higher than that of streaky pork, which is affected by the food demand elasticity, purchase frequencies and trust level and the attribute of environmental protection. Therefore, marketers can use income and purchase frequencies to identify the target group and increase WTP by enhancing consumers＂ trust, and consider the variety difference of the premium rate during the price decision making.