消费者安全认证猪肉支付行为偏差识别及其影响因素

Identifying Deviations of Consumer Payment Behavior of Safety Certified Pork and Its Influencing Factors

中国是生猪生产与消费大国,居民对安全认证猪肉的购买意愿与支付行为对生猪产业发展与市场安全至关重要,对猪肉产业食品安全影响深远。由于消费者真实行为决策信息的收集成本较高,流程较为复杂,现有研究多基于消费者购买意愿的视角展开分析,以期为生产商、销售企业、政府等相关利益主体提供一定参考建议。然而,由于偏好认知的不确定性以及外部环境的干扰制约,消费者的意愿表达与现实选择间往往具有一定差距,对消费者购买意愿的研究由于支付行为偏差的存在在应用借鉴上具有一定局限性,因此,为深入了解消费者的支付行为偏差及其成因,促进农产品安全生产消费,本文基于对江苏和安徽两省12市844名消费者的实地调查数据,利用Probit模型进行了系统分析,结果显示:(1)消费者安全认证猪肉的支付行为偏差普遍存在,大多数有购买意愿的消费者实际上并未做出真实的支付行为,意愿与行为间具有较大的差距;(2)猪肉市场安全满意度与家庭年收入是出现偏差的重要原因,猪肉市场安全满意度与家庭年收入越高,消费者支付行为偏差出现的可能性就越大;(3)年龄、受教育程度、认证标识信任度、对安全认证猪肉的了解程度、购买渠道的便利性、购买条件等因素对偏差的形成具有负向抑制作用,能够有效促进消费者购买意愿转变成真实的支付行为。针对上述研究结论,为促进安全认证猪肉市场的发展,提升猪肉产品的质量水平,有力保障食品安全,本文提出如下政策建议:(1)加强对公众食品安全知识的普讲宣传,提升居民对安全认证猪肉的了解程度与信任水平;(2)进行积极的产品推广与渠道拓展,提高公众安全认证猪肉的购买便利性;(3)优化安全认证猪肉的生产流程,降低营销成本,提升居民的购买能力。

China is a big country for pig production and consumption.Residents’purchase intention and payment behaviors for safety certification of pork are crucial to the development of pig industry and market safety,and have a far-reaching impact on food safety in the pork industry.Due to the high collection cost of consumers’real behavior information and the complicated process,the existing researches are mostly based on the perspective of consumers’purchase intentions,with a view to providing certain reference suggestions for producers,sales companies,government and other relevant stakeholders.However,due to the uncertainty of the preferences and the interference of the external environment,consumers’willingness expression often has a certain gap with the realistic choice.The study of consumers’purchase intention has certain limitations because of the deviation of payment behavior.To understand the deviation between consumers’purchase intention and payment behavior and its causes,this paper uses the Probit model to conduct a systematic analysis based on the field survey data of 984 consumers in 7 cities of Jiangsu and Anhui provinces.The results show that:(1)The discrepancy between consumers’purchase intention and payment behavior of safe certified pork is ubiquitous,especially in the consumer groups with purchase intention,the deviation is more obvious;(2)The safety satisfaction of pork market and annual family income are important causes leading to the deviation.The higher the security satisfaction of pork market and annual income of the family are,the greater the possibility of the disagreement between the consumer’s purchase intention and the payment behavior is;(3)Factors such as consumers’age,education level,trust degree of certification mark,knowledge of safe certified pork,convenience of purchase channel and purchase condition have negative effect on the formation of deviation,and can effectively promote the consumer’s willingness to purchase safe certified pork into a real payment behavior.In view of the above conclusions,in order to promote the safety certification of the pork market,improve the quality of pork products and effectively ensure the food safety,the article puts forward the following policy suggestions:(1)Strengthen the publicity of public food safety knowledge and improve the level of knowledge and trust of residents in the safety certification of pork;(2)Carry out active product promotion and channel expansion to improve the convenience of purchasing safe certified pork for public;(3)Optimize the production process of safe certified pork,reduce the cost of marketing and improve the purchasing ability of residents.