低碳农产品支付意愿及影响因素研究——基于浙江的经验数据

Research on Consumers’ Willingness to Pay for Low-carbon Agricultural Products and its Influencing Factors:Based on the Empirical Data of Zhejiang Province

厘清消费者低碳农产品支付意愿的决定因素与作用机理,是引导消费者选择低碳农产品、推动农业绿色转型,进而实现碳达峰碳中和“3060”目标的基石。结合自我决定理论,沿着“自主性—受控性”轴线,以浙江省杭州市、绍兴市和湖州市的消费者为样本,探讨自主动机(环境偏好、环境价值观、行为认同)和受控动机(环境心安感、外部压力)对消费者低碳农产品支付意愿的影响。结果表明:环境偏好、行为认同、外部压力与支付意愿之间存在显著的正向关系,并且这种影响通过产品认可的中介作用发生;学历和月收入强化了外部压力对支付意愿的正向影响。以上结论为全面理解消费者的低碳农产品支付意愿提供了基础,有助于在消费者中进一步推广低碳农产品。

Figuring out influencing factors and effect mechanism of consumers’ willingness to pay for low-carbon agricultural products are considered the foundation stone to guide consumers to buy lowcarbon agricultural products,promote the green transformation of agriculture,and then achieve the goal of carbon peak in 2030and carbon neutrality in 2060.Based on the self-determination theory,following the continuum of “autonomous-controlled”,and taking the consumers in Hangzhou,Shaoxing and Huzhou of Zhejiang Province as a sample,this paper explores the effects of autonomous motivation(environmental preferences,environmental values,behavioral identity)and controlled motivation(environmental security,external pressure)on their willingness to pay for low-carbon agricultural products.Results indicate that there is a significant positive relationship between environmental preference,behavioral identity,external pressure and willingness to pay.Moreover,this effect is produced through the mediating effect of product recognition.Regarding the moderating effect,theresults show that educational background and monthly income will intensify the positive impact of external pressure on consumers’ willingness to pay.This conclusion provides a research basis to understand consumers’ willingness to pay for low-carbon agricultural products and help to further promote low-carbon agricultural products.