基于MOA理论消费者绿色农产品溢价支付意愿驱动路径分析——以大米为例

EXPLORING THE DRIVING FORCES OF CONSUMERS′ WILLINGNESS TO PAY PREMIUM FOR GREEN AGRI-FOOD BASED ON THE MOA THEORY: EVIDENCE FROM RICE

[目的]随着我国人民生活水平的提高,绿色农产品愈发得到消费者的青睐。文章旨在探析消费者绿色农产品意愿溢价水平及其溢价支付意愿的驱动路径,以期为绿色农产品产业的发展提供相应政策启示。[方法]基于MOA理论分析框架,利用结构方程模型和消费者调查数据,该文以主粮大米为例展开分析。[结果]以普通大米5元/kg为基准价格,消费者绿色大米平均意愿溢价水平为125.7%,意愿溢价水平从高到低排序依次是东部地区(145.2%)、中部地区(140.09%)、西部地区(91.82%)。[结论](1)利己动机、利他动机、创新性能力、信息获取能力能够直接作用于消费者绿色农产品溢价支付意愿,而消费机会通过利己动机、利他动机和信息获取能力间接作用于溢价支付意愿;(2)基于多群组结构方程,研究发现个人可支配收入和文化程度能够调节消费者创新性能力、信息获取能力对消费者绿色农产品溢价支付意愿影响;(3)消费者创新性能力和信息获取能力对溢价支付意愿的影响存在地域差异性。

With the improvement of residents'living standards in China,green agri-food has been becoming increasingly popular.This paper aims at measuring consumers'willingness to pay premium for green agri-food and revealing its driving forces,then proposing policy recommendations on promoting the development of green agri-food industry.Based on the MOA theoretical framework,applying the structural equation model and consumer survey data,this paper chose rice as a staple food to conduct the analyses.The results showed that when considering regular rice at the price of 5 Yuan(RMB)per kg as the benchmark,the average willingness to pay premium for green agri-food was 125.7%.Additionally,the highest willingness to pay appeared in the eastern region(145.2%),followed by the central region(140.09%)and then the western region(91.82%).The main conclusions were showed as follows.Firstly,egoistic value,altruistic value,innovation ability and information acquisition ability directly and significantly affect consumers'willingness to pay premium for green agri-food,while consumption opportunity indirectly affects the willingness to pay premium through egoistic value,altruistic value and information acquisition ability.Secondly,according to the multi-group analysis with the structural equation model,personal disposable income and educational level respectively moderate the innovative ability-willingness to pay premium relationship,and the information acquisition ability-willingness to pay premium relationship.Finally,the impacts of consumers'innovative ability and information acquisition ability on willingness to pay premium vary by region.