消费者对显示“瘦肉精”检测标识的可追溯猪肉的支付溢价

Consumer’s willingness to pay premium for traceable pork showing “Clenbuterol” detection label

为评估在肉类食品上显示瘦肉精检测信息属性的意义,利用全轮廓联合分析法,以猪肉为对象,设立瘦肉精检测信息、可追溯信息、外观、价格等4个属性,研究了无锡市298位消费者对显示瘦肉精检测标识的可追溯猪肉的偏好与支付溢价,并在此基础上模拟了11种市场方案,估算相应可追溯猪肉的市场份额。结果表明:1)消费者最偏好外观属性,其次是价格属性和瘦肉精检测信息属性,最后是可追溯信息属性;2)与无瘦肉精检测信息的可追溯猪肉相比,显示瘦肉精检测结果合格的可追溯猪肉的市场份额提高了约30%,且消费者愿意支付的额外价格上浮10%。据此,笔者提出了在公开不同层次检测信息内容的基础上,对肉类食品加贴瘦肉精类非法添加剂等检测信息标识,加强对可追溯信息与食品可追溯体系的宣传等对策建议,以完善猪肉可追溯体系建设并防范瘦肉精类非法添加剂引发的食品安全风险。

To assess the significance of detecting the information attribute of clenbuterol in meat products,the full profile conjoint analysis method was adopted to evaluate the relative importance of different attributes and the utility level based on a survey of 298 consumers in Wuxi City.The clenbuterol detection information,traceability information security,appearance,and price were set as four attributes.The research also estimated the market share of traceable pork under the 11 kinds of market simulation scheme.Results indicate that:The consumers valued the appearance most,followed by price and the detection information of clenbuterol,then the property of the traceability security information.Compared with the traceable pork without the detection information of clenbuterol,consumers were willing to pay a 10%premium price of traceable pork with the test of clenbuterol qualified,and the market share of the traceability pork which has qualified test results of clenbuterol increases about 30%.Therefore,On the basis of publicizing the contents of different levels of detection information,this study puts forward some countermeasures and suggestions,such as sticking detection information labels such as illegal additives of clenbuterol,strengthening the publicity of traceability information and food traceability system to perfect the construction of pork traceability system and prevent food safety risk from illegal additives of clenbuterol.