消费者对安全认证乳制品的支付意愿及其影响因素研究

Consumers’ Willingness to Pay for Safely Certified Dairy Products and Its Influencing Factors

基于408份调查问卷数据,运用Tobit模型分析消费者对安全认证乳制品的支付意愿及其影响因素。研究结果表明:消费者愿意为安全认证乳制品额外支付57.67%的价格。消费者对安全认证的了解程度、购买安全认证乳制品的经历以及消费者对政府认证和生产企业认证的信任程度显著影响消费者的支付意愿。基于此,提出了加大对安全认证标识的宣传力度,建立多元化的食品安全认证体系,提高产品质量、树立自身品牌等政策建议。

This paper used Tobit model to analyze consumers’ willingness to pay for safely certified dairy products and its influencing factors, based on the data of 408 questionnaires. The results showed that consumers were willing to pay an additional 57.67% price for safely certified dairy products. Consumers’ understanding of safety certification, the experience of purchasing safely certified dairy products, and consumers’ trust in the government certification and manufacturing certification significantly affected their willingness to pay. Finally, the paper put forward suggestions to increase the propaganda of the safety food certification mark, establishing a diversified food safety certification system, and improve product quality and establish its own brand.