消费动机、消费习惯对生态农产品溢价支付意愿的影响——以绿肥稻米为例

Influence of consumption motivation and consumption habit on premium payment intention of ecological agricultural products using green manure-rice as an example

引导消费者合理付费不仅有利于推动生态农产品市场培育和发展壮大,对改善居民健康、提升生态环境质量也具有重要的现实意义。本文以绿肥稻米为例,以中国南方长沙、武汉、南昌、合肥4个省会城市的974份消费者调查数据为基础,首先采用条件价值法(CVM)评估消费者对绿肥稻米溢价支付水平;之后运用Heckman两阶段模型探究消费动机、消费习惯对消费者支付意愿(WTP)的影响机制,并实证检验外部环境认知对消费动机影响支付意愿的调节效应。研究显示,消费者绿肥稻米平均溢价支付水平为61.69%,由溢价比和普通大米价格计算的溢价值为3.27元∙kg^(−1)。外部环境认知对消费者支付意愿影响程度最大,安全动机和环保动机也对其支付意愿具有显著的正向影响,且积极的外部环境认知可以通过强化消费者的安全和环保动机显著提升其支付意愿。此外,受教育程度较高的年轻女性、家庭中有儿童以及家庭收入较高、追求生活品质的消费者更愿意为绿肥稻米支付较高的溢价。据此,提出应通过优化绿肥稻米定价机制、强化消费者对外部环境的认知、改善消费动机等来完善绿肥稻米市场、促进产业可持续发展。

Over the past few decades,the intensive use of chemicals in agricultural production in China has led to serious environmental and food safety problems,triggering a series of public health incidents and greatly undermining consumer confidence in traditional food.Due to food safety concerns,consumers in developed as well as developing countries such as China have been paying increasing attention to emerging ecological agricultural products(EEAPs)produced in environmentally conscious way.In the consumer market,guiding consumers to pay reasonable fees for EEAPs is not only conducive to promote the cultivation and development of the EEAPs market but also has important practical significance for improving the health of residents and ensuring environmental protection.Using green manure-rice(GMR)as an example,based on survey data from 974 consumers in Changsha,Wuhan,Nanchang,and Hefei in South China,this study first used the contingent valuation method(CVM)to evaluate consumers’premium payment level for GMR.Then,the Heckman two-stage model was used to explore the mechanism of influence of consumer motivation and consumption habits on consumers’willingness to pay(WTP)and to empirically test the moderating effect of external environmental cognition on the process by which consumer motivation affects WTP.The study showed that the average premium paid by consumers for GMR was 61.69%,the premium value calculated from premium ratio and conventional rice price was 3.27¥∙kg^(−1),and the actual price consumers willing to pay for GMR was 8.57¥∙kg^(−1).External environment cognition had the greatest influence on consumers’WTP,and safety motivation and environmental motivation also had a significant positive influence on consumers’WTP.Positive external environment cognition significantly improved consumers’WTP by strengthening their safety and environmental motivation.In addition,young women with higher education level,children,and consumers with higher household income and pursuit of quality of life were more willing to pay a higher premium for GMR.Accordingly,this study had the following policy implications.First,a scientific pricing mechanism for green manure rice should be established as soon as possible to ensure improved returns for producers that are acceptable to consumers.Second,enhancing consumers’cognition of the external environment is the key to encouraging them to pay a premium for GMR.The improvement of consumers’comprehensive cognition of the external environment and the risks to the natural environment can enhance their perception of the value of GMR,thus increasing their WTP.Third,paying attention to consumers’motivation contributes to a deeper understanding of the process and mechanism of premium payment behavior,which is conducive to shaping stable consumption preferences,thus improving the sustainability of consumers’premium payments for GMR.