消费者激励政策对低碳产品需求的影响研究——以常温牛奶为例

Research on the Impact of Consumer Incentive Policies on Demand for Low-carbon Products—Take Ultra-high-temperature Milk as an Example

本文基于新消费者理论构建了低碳购买决策分析框架,设计了一个分组的选择实验方案,在采用混合Logit模型分析消费者对低碳产品需求与偏好的基础上,重点探讨不同激励政策对低碳产品需求的影响效果及其异质性。研究结果表明:第一,消费者对低碳产品的低碳属性具有一定支付意愿;第二,物质激励政策和精神激励政策均能有效提升消费者对低碳属性的支付意愿,且物质激励仍是当前鼓励低碳消费的根本措施;第三,从异质性分析结果来看,激励政策对男性、年龄较高、收入较低、低碳认知较高以及非公职人员消费群体具有更加明显的激励效果。上述研究结论对推进中国碳标签制度发展与低碳产品市场开拓,进而助力“双碳”目标的实现具有一定参考价值。

Based on a new approach to consumer theory,this paper constructs a framework for analyzing low-carbon purchasing decisions,designs several random choice experiments,and focuses on the impact and heterogeneity of different incentive policies on the demand for low-carbon products using the mixed logit model to analyze consumers’preference and willingness to pay for low-carbon products.The results show that:first,consumers have a certain willingness to pay for the low-carbon attribute of low-carbon products;second,both material incentive policies and spiritual incentive policies can effectively enhance consumers’willingness to pay for the low-carbon attribute,and material incentives are still the fundamental measures to encourage low-carbon consumption;third,the incentive policies have a more obvious stimulating effect on people with the characteristics of male,older,lower income,higher low-carbon awareness,and non-public.These findings have certain reference value for promoting the development of China’s carbon label system and the development of low-carbon product markets,and then helping to achieve the“dual carbon”goal.