消费者信任对可追溯食品偏好和支付意愿影响研究——基于中国大中型城市可追溯富士苹果消费者的问卷调查

Impact of Consumer Trust on Preferences and Willingness to Pay for Traceable Food——Questionnaire Survey on Traceable Fuji Apple Consumers in Large and Medium-sized Cities in China

消费者愿意为质量属性支付溢价是食品质量安全可追溯体系有效运行的必要条件,政府食品安全监管信任是可追溯食品支付意愿重要影响因素。基于北京、上海、广州、西安、济南和哈尔滨六个城市2092位消费者调研数据,运用选择实验方法,研究消费者对政府食品质量安全监管信任,对可追溯富士苹果不同质量属性(可追溯信息、质量认证和原产地)偏好与支付意愿影响。结果表明,消费者对富士苹果认证属性和原产地属性支付意愿高于对可追溯信息属性支付意愿,且对政府认证支付意愿最高。消费者对政府食品质量安全监管信任程度,显著正向影响其对可追溯信息属性偏好,与无可追溯信息相比,中高层次可追溯信息溢价水平最高。目前中国消费者对食品质量安全监管信任程度较低,显著降低可追溯信息属性支付意愿。因此,政府推动信用和规制环境建设,有助于降低消费者食品质量安全风险感知,增强消费者食品消费信心,提高食品可追溯信息属性溢价水平。在不同食品可追溯体系建设过程中,可利用适合市场需求的质量信息组合推动可追溯食品市场构建。

Consumers'willingness to pay(WTP)for quality attributes was a necessary condition for the effective operation of food quality and safety traceability system.And consumers'trust in government's food quality and safety supervision had an important impact on WTP.Based on survey data of 2092 consumers in six cities,Beijing,Shanghai,Guangzhou,Xi'an,Jinan and Harbin,choice experiment method was used to explore the impact of consumers'trust in the government's food quality and safety supervision on consumer preferences and WTP for different attributes(i.e.,traceability information,quality certification and region of origin)of Fuji apple.The results showed that consumers were more willing to pay for certification and region of origin than for traceability information,and paid maximum amount for government certification.Consumers'trust in government's food quality and safety supervision had a significant positive impact on their preference for traceability information.Compared with non-traceability information,the premium level of middle and high traceability information was the highest.However,due to the low level of trust of Chinese consumers,their WTP for traceability information significantly decreased.Therefore,the credit and regulatory environment construction could help reduce consumers'risk perception of food quality and safety,enhance consumers'confidence in food consumption,and improve the premium level of food traceability information attributes.Moreover,in the construction process of different traceable food systems,the combination of quality information for market demand could be used to promote the construction of traceable food market.