基于Logit-ISM模型的消费者动物福利猪肉购买意愿实证研究——以山东省为例

A Empirical Study of Consumers’ Willingness of Purchase Pork for Animal Welfare——Based on the Data from Shandong Province

动物福利被看作是社会发展与人类进步的体现,在经济上动物福利猪肉也有着改善肉质、影响消费者溢价支付意愿的作用。根据山东省215位猪肉消费者的问卷调查数据,首先运用二元Logit模型确定了消费者动物福利猪肉购买意愿的影响因素,然后通过ISM模型解析出了各影响因素间的关联关系和层次结构。结果表明:消费者的文化程度、收入状况、动物福利概念认知、动物福利肉质安全认知、肉质味道认知、政策诉求以及市场诉求7个因素对动物福利猪肉购买意愿有显著影响。其中,动物福利概念认知、政策诉求、市场诉求是直接影响因素,动物福利肉质安全认知、肉质味道认知以及收入状况是间接中间因素,文化程度是根源深层因素。最后从消费者角度为促进动物福利猪肉产业的持续健康发展提出了相关的政策建议。

Animal welfare is regarded as the embodiment of social development and human progress.Economically,animal welfare pork also plays a role in improving meat quality and influencing consumers’willingness to pay premium.In this paper,the binary Logit model was used to determine the influencing factors of consumers’willingness to purchase pork for animal welfare,and then the correlation relationship and hierarchical structure among the influencing factors were analyzed through the ISM model.The results showed that seven factors,including consumers’education level,income status,cognition of the connotation of animal welfare concept,cognition of animal welfare meat quality safety,cognition of meat quality taste,policy appeal and market appeal,had a significant impact on their willingness to buy pork for animal welfare.Among them,the connotation cognition,policy appeal and market appeal of animal welfare are the direct influencing factors,the cognition of meat quality safety,meat quality taste and income status of animal welfare are the indirect intermediate factors,and the education level is the root deep factor.Finally,from the perspective of consumers to promote the sustainable and healthy development of animal welfare pork industry put forward relevant policy recommendations.