消费者对农场动物福利产品的支付意愿及影响因素研究——基于动物福利乳制品的视角

Consumers’willingness to pay for farm animal welfare products and its influencing factors:Based on animal welfare dairy products

农场动物福利改善有助于促进畜牧业实现产出高效、产品安全、资源节约、环境友好和调控有效的高质量发展。消费者对农场动物福利产品的支付意愿是促使养殖主体改善动物福利的前提。基于条件价值评估法,利用国内1137位消费者的调查数据,采用有序Logistic模型,分析消费者对动物福利乳制品的支付意愿及其影响因素,探讨不同收入群体支付意愿影响因素的差异。结果表明,大部分消费者对动物福利乳制品有较强的购买意愿,但消费者的支付意愿集中在(0,10%]的溢价水平,仍有待提高。农场动物福利认知、受教育程度和家庭月收入水平对消费者动物福利乳制品的支付意愿存在显著的积极影响,立法诉求、乳制品的质量安全风险感知和质量安全关注度对消费者动物福利乳制品的支付意愿存在显著的消极影响。此外,农场动物福利认知、动物福利报道或事件关注度、年龄、饲养经历和乳制品购买频率对不同收入群体动物福利乳制品的支付意愿影响存在差异。因此,为提高消费者对农场动物福利产品的支付意愿,促使养殖主体改善动物福利,提出政府应加强动物福利国民教育与专业教育,完善国家层面的动物福利相关法规、标准与制度,鼓励养殖主体开展动物福利改善行动,企业应开拓农场动物福利产品消费市场等政策建议。

Farm animal welfare improvement helps promote high-quality development of the livestock industry in terms of efficient output,safe products,resource conservation,environmental friendliness,and effective regulations.Consumers’willingness to pay for farm animal welfare products is a prerequisite to motivate farming entities to improve animal welfare.Based on a data of 1137 consumers in China and applying the conditional value method,this paper analyzed the influencing factors of consumers’willingness to pay for animal welfare dairy products and explored the heterogeneity of the influencing factors among different income groups by the ordered Logistic model.Results show that most consumers have a strong willingness to purchase animal welfare dairy products,but consumers’willingness to pay is concentrated at the premium level of(0,10%],which still needs to be improved.Study also finds that farm animal welfare perceptions,education level,and monthly household income level have significant positive effects on consumers’willingness to pay for animal welfare dairy products.However,legislative claims,perceived quality safety risks,and quality safety concerns have significant negative effects on consumers’willingness to pay for animal welfare dairy products.In addition,there are differences in the effects of farm animal welfare perceptions,attention to animal welfare reports or events,age,feeding experience and dairy product purchase frequency on consumers’willingness to pay for animal welfare dairy products across different income groups.Therefore,to increase consumers’willingness to pay for farm animal welfare products and to motivate farming entities to improve animal welfare,this paper suggests that the government should strengthen national and professional education on animal welfare,improve animal welfare-related regulations,standards,and systems at the national level,and encourage farming entities to carry out animal welfare improvement actions.From the business perspective,enterprises should develop consumer market for farm animal welfare products.