消费者对可追溯猪肉信息属性的需求研究

Consumer Demand for Traceable Pork Information Attributes

研究消费者对具有事前质量保证与事后追溯功能的可追溯信息属性相对完整的可追溯食品的消费需求,对调整可追溯食品的生产与供应结构、促进可追溯市场发展具有重要价值。本文设置了包括猪肉品质检测、质量管理体系认证、供应链追溯以及'供应链追溯+内部追溯'四个信息属性的不同属性组合的可追溯猪肉轮廓,以中国江苏省无锡市604位消费者为样本,基于BDM拍卖实验和菜单选择实验相结合的序列估计法,在研究不同层次安全信息的可追溯猪肉消费偏好的基础上,引入随机首选法估计相应轮廓的可追溯猪肉的市场份额。研究结果表明,消费者愿意为具有信息属性的可追溯猪肉支付溢价,其中猪肉品质检测属性是消费者最偏好的安全信息属性。而且在菜单选择实验法下,消费者多数不会选择属性的组合。市场模拟的结果还发现若把不同信息属性的可追溯猪肉类型全部投放到市场中,其共同组成的市场份额将远超普通猪肉。据此,本文提出了中国可追溯猪肉市场体系发展的基本路径。

It is of great value to study the Consumer Demand for Traceable Pork Information Attributes with pre-existing quality assurance and post-tracking function,which can adjust the production and supply structure of traceable food and promote traceable market development. This paper sets traceable pork contours including pork quality inspection,quality management system certification,supply chain traceability and supply chain + internal traceability and samples 604 customers in Wuxi City of Jiangsu Province to study the consumption preferences of different levels of safety information and the market share of traceable pork based on the sequence estimation method combing the BDM auction experiment and menu selection experiment. The results of the study indicate that consumers are willing to pay a premium for traceable pork with information attributes,where the pork quality detection attribute is the most preferred safety information attribute for consumers. Moreover,under the menu selection experiment method,most consumers will not choose a combination of attributes. The results of the market simulation also found that if all traceable pork types with different information attributes were placed in the market, the combined market share would far exceed that of ordinary pork. Based on the results,this paper proposes the basic path for the development of China’s traceable pork market system.