有机认证还是可追溯信息:南美白对虾消费者偏好的选择实验研究

Organic Certification or Traceability Information:A Choice Experiment of Consumer Preference for Penaeus Vannmei(White Shrimp)

虽然中国的水产品可追溯体系正在不断完善和推广,但是对于消费者而言,由于缺乏相关研究,认知能力十分有限。本文研究了有机认证与可追溯信息对消费者选择南美白对虾的影响,研究发现:消费者对于非可追溯中国有机认证南美白对虾的支付意愿显著低于可追溯中国有机认证南美白对虾;消费者在了解国家认监委和商务部关于有机和可追溯肉类产品的管理规定后,也会在一定程度上提高对可追溯中国有机认证南美白对虾的心理价位。这些发现说明,此类有关产品质量的信息的提供对消费者购买可追溯中国有机认证南美白对虾有着正向的冲击作用。

Although traceability system for aquatic products in China is continually implemented and expanding,consumers still have quite limited cognitive ability due to the lack of related researches.This article studied the effects of organic labels and traceability information on consumers who would choose white shrimp,and the results shows consumers’willingness-to-pay for no-traceable Chinese organic white shrimp is significantly lower than that for traceable Chinese organic white shrimp;after knowing regulation information of National Certification and Accreditation Administration as well as department of commerce,they tend to have higher psychological valuation for traceable Chinese organic white shrimp.These findings reveal that,provision of this kind of information about product quality have a positive impact on consumers’purchasing behaviors of traceable organic white shrimp.