生态标签利己属性对农产品消费偏好的影响

为促进农业生产绿色转型,需要寻找进一步提高生态标签产品市场占有率的突破口。该文基于新型种植技术设计1个同时包含高品质(如营养、风味)与环保信息的新型生态标签,采用离散选择实验估计消费者的偏好和支付意愿(WTP)及影响因素,对比其与现有有机标签。得到结果,高品质带来的利己属性极大提高了消费者对生态标签的WTP,使其远高于对有机标签的WTP;环境意识对有机标签偏好的影响显著为正,但对新型生态标签偏好的影响不显著,利己属性的加入可能弱化了环境意识对偏好的重要性。该文揭示未来生态产品研发、生态标签设计的一个新方向,鼓励绿色农产品的消费。

For green transformation of agricultural production,it is necessary to find a breakthrough to increase the market share of eco-labeled products.Based on a new cleancultivation technology,hydrogen-rich water irrigation,this paper designed a novel eco-label that contains information about both high quality(e.g.,nutrition and flavor)and environment protection toestimated consumers'willingness to pay(WTP).Theresults of choice experiments show that the private benefits brought by high quality greatly increases WTP for eco-labels,making it much higher than that for the organic label;the effect of environmental concern on preference for the organic label is significantly positive,but the effect on preference for the novel eco-label is not significant,thus the private benefits weakens the importance of environmental concern for preference;finally,although consumers trust the novel eco-label less than the organic label,trust has no significant effect on preference for the novel eco-label.This paper reveals a new direction for future research and development on eco-product and eco-label design,which can help developing countries to escape from the reality constraint of low environmental concern and encourage purchasing green agricultural products.