消费者对不同可追溯产品支付意愿及影响因素差异分析

Consumers’willingness to pay for different traceable food products and its influencing factors

可追溯体系是保障我国食品安全的重要手段,而消费者对可追溯食品的支付意愿对完善可追溯体系具有重要意义。基于北京、上海和济南消费者调查问卷获得的数据,采用二元Logit模型,测算与分析消费者对可追溯牛肉、豆芽和生菜的支付意愿及影响因素,并对比分析消费者对不同地区和产品的支付意愿差异。结果表明,消费者普遍了解可追溯体系,但对其认知深度有待进一步提高;消费者愿意为可追溯食品支付额外费用,与实证结果一致,回归测算得到消费者对可追溯豆芽、生菜和牛肉的支付意愿分别为7.341元/kg,7.941元/kg和19.139元/kg,普遍高于国外支付水平。影响不同产品支付意愿的因素存在差异,但产品价格、购买场所、风险感知、健康状况和收入水平是共同推动因素;不同地区的各产品支付意愿差异并不明显,并与整体结果较为一致。因此,企业应合理分类定价,逐步拓展可追溯市场;深化消费者认知,提高其风险感知;推动多主体共同参与,完善可追溯体系。

Traceability system is an important means to ensure food safety in China and consumers’willingness to pay(WTP)for traceable food products is of great significance to the construction of traceability system.Based on a consumer survey data in Beijing,Shanghai and Jinan,and applying a Logit model,this paper seeks to measure consumers’WTP for the traceable beef,bean sprouts and lettuce and to explore its influencing factors.In addition,this paper also analyzes the heterogeneity of consumers’WTP in different regions and products.Results show that consumers generally understand the traceability system,but their cognitive depth needs to be further improved.Consumers are willing to pay extra for traceable food products.According to regression results,consumers are willing to pay for traceable bean sprouts,lettuce and beef with 7.341 yuan/kg,7.941 yuan/kg and 19.139 yuan/kg,respectively,which are generally higher than those of foreign countries.Influencing factors affecting the payment willingness of different products are different.Among them,product price,place of purchase,risk perception,health status and income level are common driving factors.There is no significant difference in willingness to pay among different regions,which is consistent with the overall results.Therefore,business should reasonably classify pricing,gradually expand the traceability market,deepen consumer awareness,increase their risk perception,and improve the traceability system with the participation of multiple entities.