消费者对绿色消费监管政策的选择偏好和政策组合效果模拟

Simulation of consumers’ preferences for green consumption regulation policies and the effect of policy mix

文章设计离散选择实验收集消费者选择数据,利用混合Logit模型进行估计,深入分析消费者对推进绿色消费的监管政策的偏好程度,借助潜在类别模型将有不同政策偏好的消费者进行区分,对监管政策组合进行模拟分析。研究发现:消费者最偏好购置补贴政策,购置补贴越高消费者越产生正向效用;其次是绿色产品认证政策,消费者偏好绿色认证全面的政策属性水平;再次是信息提示政策,越提供偏向有关环境价值信息的提示越得到消费者偏好;消费者倾向于对行为控制少的政策。不同价值观特质的消费者对不同政策的敏感性不同,价值观与政策偏好的匹配与传统认知有差异:具有利己价值观的消费者更在乎对自身行为控制的程度,具有利生态价值观的消费者更关注绿色产品的购置补贴,其次是绿色产品认证。不同的政策组合情境会改变消费者对绿色消费的监管政策的偏好程度,政策组合可以增加强制型政策的支持水平,其中信息提示政策具有放大购置补贴政策正向影响、缓释行为控制政策负面影响的积极作用。在实践中,应基于消费者对经济激励型政策的高敏感性进行精细施策;基于消费者群体特征及其对监管政策的选择偏好进行精准施策;基于政策组合模拟效果及信息提示政策的积极作用进行组合施策。文章从监管对象的角度,将消费者的监管政策偏好作为监管政策选择的考量因素之一,拓展了监管政策选择的研究视域,为监管政策的选择研究提供了新的研究维度;同时细化了促进绿色消费行为的机制路径,为促进绿色消费的监管效果研究提供了新的解释框架。

This study designed a discrete choice experiment to collect consumer choice data, and used the mixed logit model to estimate the degree of consumers’ preferences for promoting green consumption regulation. Then, consumers with different policy preferences were distinguished by using the latent class model, and finally the policy mix was simulated in different scenarios. The results showed that: Consumers preferred the purchase subsidy policy most, and the higher the purchase subsidy, the more positive the utility of consumers;this was followed by the green certification attribute. Consumers preferred the comprehensive policy attribute level of green certification, and the more information about environmental value was provided, the more consumer preferences could be obtained. In addition, consumers tended to prefer less control over behavior. Consumers with different values had different sensitivity to different policies, and the matching of values and policy preferences was different from traditional cognition: respondents with self-interest values cared more about the degree of their behavior control, and those with ecological values paid more attention to the purchase subsidy, and then the green product certification attribute. Different policy combination situations would change the preferences of individuals to the green consumption regulation policy, and the policy combination could increase the level of support for mandatory policies. Among them, information prompt policy had a positive effect on enlarging the positive impact of purchase subsidy policy and mitigating the negative impact of behavior control policy. In practice, we should make nuanced policies based on the high sensitivity of consumers to economic incentive policies, and make precise policies based on the characteristics of consumers and their preferences for regulation policies, as well as combining policies based on the simulation effect of policy combination and the positive role of information prompt policies. From the perspective of regulatory objects, this paper takes consumers’ regulatory policy preferences as one of the factors to consider the choice of regulatory policies, so as to expand the research horizon of regulatory policy selection. This paper also provides a new dimension for the research on the selection of regulatory policies, and details the mechanism path of promoting green consumption, in order to provide a new explanation framework for the research on the regulatory effect of promoting green consumption.