基于消费者风险规避的社区支持农业合作机制

The Incentive Contract of Community Supported Agriculture Based on Consumer Risk Aversion

研究社区支持农业体系中投资型消费者的风险规避度对生鲜农产品公司收益和决策以及其合作机制的影响。构建了新鲜度和价格共同影响的需求函数和风险规避的投资型消费者效用函数,以及生鲜农产品公司和投资型消费者的收益共享函数,通过求解得到完全和不完全信息情况下最优的分红比例、投入的保鲜努力以及各参与者的利润,并对其进行了数值仿真。发现在完全信息情况下,存在帕累托最优结果;在不完全信息情况下,存在均衡解且随着投资型消费者风险规避度的增加,消费者的收益逐渐减少,公司的收益和投入的保鲜努力都增大。在面对风险规避的消费者时,其风险规避度越大公司应投入的保鲜努力也越大,以此来保证和消费者的长久合作,保障社区支持农业的发展。

To study the impact of risk aversion of investment consumers on the profits and decision-making of fresh agricultural products companies and their cooperation mechanismin in the community supported agriculture system.The demand function impact by freshness and price and the utility function of risk-averse investment consumers and the revenue sharing function of fresh agricultural products companies and investment consumers are constructed.The optimal profits sharing ratio,preservation effort and profit of each participant under the condition of complete and incomplete information were obtained.And its numerical simulation is carried out.It is found that Pareto optimal results exist under complete information.In incomplete information,there is an equilibrium solution.With the increase of risk aversion of investment consumers,the profits of consumers gradually decrease,while the profits of companies and the preservation efforts of investment increase.In the face of risk-averse consumers,the more risk-averse the consumers are,the more efforts company should invest in preservation,to ensure long-term cooperation with consumers and the development of communitysupported agriculture.