具有事前质量保证与事后追溯功能的可追溯信息属性的消费偏好研究

Attribute with Pre-incident Quality Assurance and Post-incident Traceability

本文从中国猪肉供应链体系存在的主要风险出发,构建由可追溯信息、可追溯信息真实性认证、原产地、价格四个属性构成的相对完整的可追溯猪肉属性体系,其中将原产地属性与可追溯信息属性、可追溯信息真实性认证属性分别作为可追溯猪肉的事前质量保证、事后追溯功能的信息属性,并以江苏无锡市332个消费者为案例,基于选择实验方法,借助Nlogit 5. 0分析工具,采用随机参数和潜在类别模型方法研究消费者对可追溯食品的偏好。研究表明,消费者对完整的可追溯信息属性具有最高的支付意愿,同时偏好原产地属性、可追溯信息真实性认证属性;养殖、屠宰加工的可追溯信息属性与原产地属性、可追溯信息真实性认证属性和国内第三方机构认证属性具有互补关系;消费者偏好可追溯信息真实性认证,偏好程度依次为可追溯信息真实性认证、国际第三方机构认证、国内第三方机构认证。研究还进一步证实,不同类别的消费者对不同层次的可追溯猪肉信息属性的偏好具有异质性,而且不同类别的消费者均偏好完整可追溯猪肉信息属性。

This study analyzed main risks in China’s pork supply chain and established a complete traceable system of pork properties.Specifically,the traceable information of port properties includes traceable information,certification information of traceable information authenticity,origin and price,among which origin,traceable information and certification of traceable information authenticity were regarded as the functional information attributes with pre-incident quality assurance and post-incident traceability.Next,this study focused on 332 consumers from Wuxi,Jiangsu,China,conducted choice experiments on Nlogit 5.0 platform,and investigated the consumers’preference for traceable food using random parameters logit(PRL)and latent class model(LCM).Results show that consumers exhibit greatest willingness to pay for complete traceable information and prefer the local pork and the certification of traceable information authenticity.The traceable information including breeding and slaughter/processing and domestic third-party certification attributes including the origin and authenticity of traceable information are complementary.The consumers prefer the certification of traceable information authenticity and particularly trust government certification of traceable information authenticity,followed by the international third-party and domestic third-party certification.Furthermore,the preference of different types of consumers for the information attributes of traceable pork at different levels is characterized by heterogeneity,and the consumers at all levels all prefer complete information attributes of traceable pork.