我国城镇居民对农产品质量安全信息的偏好及支付意愿研究

A Study of the Chinese Urban Residents' Preference for the Quality-Safety Information of Agricultural Products and Their Willingness to Pay

基于全国2501个消费者样本,采用离散选择实验法,应用随机参数模型和潜在类别模型,实证分析了我国城镇居民对农产品质量安全信息的偏好及支付意愿。研究结果表明:获得产品监督检查信息、可追溯信息、他人评价信息、质量安全事件信息、质量安全知识等信息可提高消费者效用水平;消费者对可追溯信息的支付意愿最高,其次为他人评价信息和质量安全知识;对农产品质量安全信息的偏好存在异质性。所以,应尽快建立农产品质量安全信息共享平台,实现可追溯信息供给;逐步实现差异化、多元化的农产品质量安全信息服务;应确保农产品质量安全信息的真实性与服务的及时性。

Based on the samples of 2501 consumers collected in the whole country, this paper employs the discrete selection experiment to conduct an empirical analysis of Chinese urban residents＇ preference for the quality-safety information of agricultural products and their willingness to pay with the random coefficient model and the latent class model. The results show that to obtain product supervision and inspection information, traceability information, evaluation information, quality and safety incident information, quality and safety knowledge, etc., can improve consumers＇ utility level, that consumers＇ willingness to pay for the traceability information is the strongest, followed by evaluation information and quality and safety knowledge, and that their preference for the quality and safety information of agricultural products has certain heterogeneity. Therefore, it is suggested to establish an information sharing platform concerning the quality and safety of agricultural products, so as to realize the provision of traceability information; to gradually realize a differentiated and diversified information service concerning the quality and safety of agricultural products; and to guarantee the authenticity of the quality and safety information of agricultural products and the time-efficiency of the information services.