森林认证产品市场的消费者认知与偏好研究

Recognition and Preference of Chinese Certified Products Consumers

基于北京市的市场调查,对比分析了不同形态的森林认证产品的消费者认知差异以及消费者支付意愿。结果表明,对于木质林产品中的家具产品、纸张产品以及非木质林产品(如森林食品),消费者的认知程度存在显著差异,消费者对木质家具产品森林认证的认知程度高于纸产品。消费者的收入越高,对森林认证标识的支付意愿也越强烈,而且消费者的受教育程度与支付意愿正相关。同时,分析了溢价支付意愿的影响因素。基于分析结果,提出了推广森林认证的有关建议。

This paper analyzed the consumers' recognition and willingness to pay for forest certified products in Beijing city based on the market survey. The result indicates there are differences in the level of recognition between the certified wood furniture products and paper products,with the recognition level of furniture higher than that of paper products. The higher the consumers’income,the more they are willing to pay. The education level of consumers is also positively correlated with their willingness to pay. The factors affecting consumers' willingness to pay for forest certification are analyzed and relevant suggestions to promote forest certification are proposed accordingly.