动物福利、瘦肉精检测、可追溯:消费者真实支付溢价

Consumers Pay Real Premium for Animal Welfare,Clenbuterol Detection and Traceability

本文以江苏省无锡市316位消费者为数据样本,采用真实选择实验方法,研究消费者对含可追溯信息、瘦肉精检测信息、动物福利信息以及外观属性的猪肉的偏好和支付意愿。研究表明,消费者对可追溯信息最为重视,支付意愿为5元/斤以上,随后分别为外观属性、动物福利信息、瘦肉精检测信息,支付意愿均在3元/斤以上;可追溯信息与外观属性、瘦肉精检测信息与动物福利信息之间分别存在互补关系;不同类型消费者对猪肉各属性层次的偏好和支付意愿差异较大,一半以上的消费者属于'质量注重型'消费者,即非常重视可追溯、瘦肉精检测和动物福利信息。根据上述研究结论,本文分别对政府和企业提出了相应的对策建议,以期满足消费者对不同属性猪肉的需求与偏好,并提升我国食品安全水平。

This paper usesreal choice experiment to study consumers’preferences and w illingness to pay for pork which contains traceable information,clenbuterol testing information,animal welfare information,and appearance by the data sample of 316 consumers in Wuxi City,Jiangsu Province.The results show that consumers pay the most attention to traceable information,and the willingness to pay is more than 5 RMB/500g.Subsequently,consumers pay more than 3 RMB/500g for appearance,animal w elfare,clenbuterol detection information.T here is a complementary relationship betw een traceability information and appearance,clenbuterol detection information and animal w elfare,respectively.Different types of consumers have different preferences and w illingness to pay for various pork.More than half of consumers belong to'quality-oriented'consumers w hopaymore importance to traceability,clenbuterol information and animal w elfare information.According to the research findings,this paper for government and business put forw ard the corresponding countermeasures,in order to meet consumer needs and preferences for different attributes of pork,and enhance the level of food safety in China.