消费者对可追溯猪肉的认知和支付意愿研究

Study on consumers' cognition of and willingness to pay for traceable pork

【目的】为了提升猪肉可追溯体系的实施效果,探讨消费者对可追溯猪肉的认知和支付意愿。【方法】运用描述统计和多元选择回归模型,基于北京市、石家庄市和秦皇岛市762位消费者的调研数据进行研究。【结果】结果表明:大多数消费者没有意识到自己购买可追溯猪肉,三个城市的消费者对可追溯猪肉的支付溢价分别为每500克2.04元、1.45元和1.40元。性别、家庭收入、对食品安全的关心程度、对可追溯食品的认可程度等因素影响消费者的支付水平。【结论】政府应该加强监督与管理,保证猪肉质量安全追溯信息的真实性与可靠性;生产厂家及销售商应该多在卖场进行宣传和促销活动,提高消费者对可追溯体系与可追溯猪肉的关注度,以此提高消费者对于可追溯猪肉认知度、信任度和支付意愿。

【objective】In order to improve the effectiveness of the pork traceability system,the paper examines consumers'cognition of and willingness to pay for traceable pork.【Methods】using models of descriptive statistics and multiple choice regression based on the survey data of 762consumers in Beijing,Shijiazhuang and Qinhuangdao.【Results】The results show that most consumers do not realize that they have purchased traceable pork.The payment premiums for traceable pork in Beijing,Shijiazhuang and Qinhuangdao are CNY2.04,CNY1.45and CNY1.40per half kilogram respectively.Factors such as consumers'gender,family income,degree of concern for food safety,degree of cognition and recognition of traceable pork significantly affect consumers'payment level for traceable pork.【conclusion】The government should strengthen the supervision and management of the pork traceability system,ensure the authenticity and reliability of tracing information.Manufacturers and sellers should take corresponding publicity and promotional activities in markets to attract consumers’attention on the tracing system and traceable pork.These measures are good for improving consumers’awareness,trust and willingness to pay for traceable pork.