价值观影响下公众对转基因草坪草的态度和支付意愿的研究

Public attitude and willingness to pay for transgenic turfgrass under the influence of values

转基因草坪草具有重要的商业和生态价值,公众的态度和支付意愿影响到转基因草坪草的推广应用。本研究基于感知理论和技术接受模型,采用随机调查法,运用结构方程模型论证了个人价值观对公众对待转基因草坪草的态度和支付意愿的影响。结果表明,公众对转基因草坪草的态度和支付意愿普遍偏高,态度直接影响支付意愿,态度越积极,支付意愿越高;感知收益对态度有正向影响,感知风险对态度有负向影响;不同价值观显著影响态度,生态主义的影响最大,利他主义次之,利己主义最小;生态主义者的感知收益和感知风险最敏感,利己主义者对感知风险更为敏感;感知收益和感知风险在生态主义对态度的影响中起到部分中介效应。因此,决策者可以针对不同的价值观人群,充分考虑个人利益、社会发展及生态环境,制定科学民主的推广应用策略,使转基因草坪真正造福于人类。

Transgenic turfgrass has significant commercial and ecological value, however, whose commercial application was affected by the public’s attitude and willingness to pay. In this paper, structural equation model (SEM) was employed to demonstrate the influence of personal values on the public ’s attitude and willingness to pay toward transgenic turfgrass, based on the perception theory and technology acceptance model, and random investigation was used. The results showed that, the public’s attitude toward transgenic turfgrass was positive, and the willingness to pay toward transgenic turfgrass was high, the attitude directly affected the willingness to pay, the more positive of the attitude, the higher the willingness to pay. The perceived benefits had a positive impact on attitude, and the perceived risk had a negative impact on attitude. The attitudes could be influenced significantly by the different values of egoistic, altruistic and biospheric;biospheric values had the greatest impact on attitudes, followed by altruistic values and egoistic values. People who strongly endorse biospheric values were most sensitive to perceived benefits and perceived risks, people who strongly endorse egoistic values were more sensitive to perceived risk, and perceived benefits and perceived risks played a part of mediating effects in the influence of biospheric values toward attitudes. Upon this conclusion, the public’s attitude can be adjusted or changed by activating or strengthening their specific values under different circumstances. Therefore, the government and genetically modified plants regulatory authority can formulate promotion strategies of scientific and democratic, taking into account personal interests, social development and ecological environment, so that transgenic turfgrass can truly benefit humanity.