大健康格局下儿童功能食品的消费偏好研究——基于北京和上海的调查数据

Consumer Preference Research on Kids’ Functional Food under Big Health Background: Based on the Survey Data from Beijing and Shanghai

在新时期健康格局下,功能食品必将在促进全民身体健康方面凸显其独有的魅力并发挥重要作用。本文以功能性儿童酸奶为研究对象,基于北京和上海城市居民调查数据,运用选择实验方法,探讨消费者对儿童酸奶中不同功能物质、有机认证、原产国等属性的偏好和支付意愿。研究表明消费者首先关注原产地属性,其次是有机认证属性,最后是功能属性;消费者愿意为新西兰产,有机认证,添加维生素、益生菌和钙属性的儿童酸奶支付的额外价格分别为5. 384元、4. 742元、3. 893元、3. 563元和2. 411元;受教育程度、儿童酸奶消费频率、收入和认知水平等因素影响消费者对儿童酸奶不同属性的偏好和支付意愿。据此,本文提出了推进中国功能性儿童食品市场发展的对策建议。

Under health pattern in new era,functional food will display unique charm and definitely play an important role in promoting the health of people.Based on the survey data from Beijing and Shanghai,the paper take kids’functional yogurt as subject and use the choice experiment to research consumer preference and willingness to pay for the attributes of different functional material,organic certification and the country of origin in kids’yogurt.The results indicate that consumers pay the most attention to origin,secondly organic certification,and finally functional material;Consumers are willing to pay additional 5.384 Yuan,5.384 Yuan,3.893 Yuan,3.563 Yuan and 2.411 Yuan for children yogurt made in New Zealand,the yogurt with organic certification,the yogurt added vitamin,probiotic and calcium,respectively.The factors that education,consumption frequency,income and cognition affect consumers’preference and willingness to pay for different attributes of children yogurt.Therefore,this paper puts forward the countermeasures and suggestions to promote the development of kids’functional food in China.