大学生对可追溯商品的支付意愿及影响因素分析——以红枣为例基于第二高价拍卖实验

An Analysis of College Students’Willingness to Pay for Traceable Commodity and Its Influencing Factors——Taking Red Dates as an Example Based on the Second-Highest Auction Experiment

完善可追溯体系是保障我国食品安全的重要途径,故研究消费者对可追溯食品的支付意愿具有重要意义。本文在新疆农业大学选取299个消费者样本,以可追溯红枣为拍卖标的物进行第二高价拍卖实验,探讨了可追溯标签和其他因素对消费者支付意愿的影响,进而运用二元Logistic回归模型分析了影响消费者对可追溯红枣支付意愿的主要影响因素。结果表明:大学生消费群体愿意为可追溯食品支付更多的溢价,且居住地、家庭规模、食品安全经历、食品安全的信任感、标签信息对消费者是否愿意购买可追溯红枣有显著影响。最后,从政府和可追溯林果生产企业两个层面提出相关建议。

Improving traceability system is an important way to ensure food safety in China,so it is of great significance to study consumers’willingness to pay for traceable food.This paper selected 299 samples of consumers in Xinjiang Agricultural University,taking traceability dates as auction subject matter for the second auction experiment,discusses the impact of traceability label and other factors on paying willingness of consumers.Then the main factors influencing paying willingness of consumers for dates were analyzed by binary Logistic regression model.The results show that the consumer groups of college students are willing to pay more premium for traceable food,and the place of residence,family size,food safety experience,food safety trust,and label information have a significant impact on whether consumers are willing to buy traceable dates or not.Finally,relevant suggestions are put forward from two aspects of the government and traceable forest and fruit production enterprises.