文章摘要
消费者对质量认证果品高价支付意愿分析
Consumer’s willingness-to-pay price premiums for certified fruits
投稿时间:2018-03-14  修订日期:2018-05-28
DOI:10.13872/j.1000-0275.2018.0045
中文关键词: 消费者  质量认证果品  高价  支付意愿  苹果
英文关键词: consumers  food safety certification  price premium  willingness-to-pay  apple
基金项目:长江学者和创新团队发展计划(IRT_17R50);国家农业产业技术体系项目( CARS-28)
作者单位E-mail
王丽佳 兰州大学 农业部草牧业创新重点实验室 wanglijia@lzu.edu.cn 
霍学喜 西北农林科技大学 xuexihuo@nwafu.edu.cn 
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中文摘要:
      了解消费者对获得质量安全认证食品的购买意愿,准确把握影响消费者高价支付意愿的因素对未来我国食品安全市场的构建具有重要的现实意义。以我国东部、中部、西部地区城市居民鲜食苹果消费者为例,在把握城市消费者鲜食苹果消费情况和消费者对果品类食品安全问题态度基础上,应用因子分析法和Probit模型,对影响消费者高价购买获得质量安全认证果品意愿的因素进行分析。结果表明,鲜食苹果的女性消费者占比较高,主要消费群体为具有本科以上学历的脑力劳动者;受教育程度较高,个人月收入较高的男性消费群体的高价支付意愿较高;在进行果品购买时,消费者最关注的是果品的口味、色泽、新鲜程度等感官特征,以及果品价格,而对果品品牌和促销情况并不敏感;对果品产地、果品营养成分和果品购买便利性重视程度越高的消费者,其高价支付意愿越强烈;对质量安全标识认知度和对食品质量安全问题关注度较高的消费者,更愿意高价购买获得质量安全认证的果品。为提高消费者的高价支付意愿,建议发挥食品安全机构普及食品安全知识教育的作用,提高消费者对质量安全认证信息的了解程度;食品质量监管部门加强安全检测,保证获得质量安全认证果品的质量安全;建设食品质量信用体系,加强消费者对获得质量安全认证食品的信任度;强化对食品检测部门的监督和惩罚力度,恢复消费者对食品质量安全监管形势向好的方向发展的信心。
英文摘要:
      In order to construct a safe food market, it is important to understand consumers’ willingness to pay (WPT) for food with quality and safety certification and the influencing factors. To determine a price premium that consumers are willingness to pay for fruits with quality certification and to formulate outreach strategy to monitor fresh fruit regulations, this paper seeks to identify the critical determinants for consumers’ WTP for certified fruits based on a survey data of fresh apple consumers in four cities located in different parts of China by the Probit regression model. The descriptive analysis shows that the proportion of female consumers is relatively high in the fresh apple market and the main consumer groups are mental workers with bachelor degree or above. Male consumers with better education background and higher income have greater WTP for quality certified fruits. Consumers were most concerned with the sensory characteristics including taste, color and freshness of fruits, as well as the sales price of fruits. On the other hand, they are not sensitive to fruit brand and promotion. The Probit regression results demonstrate that consumers who pay much emphasis on fruit production place, nutritional value, and sales place are more likely to pay a higher premium for certified fruits. Better knowledge and greater confidence in certified fruits would encourage consumers to pay a premium. In addition, those who considered fruit quality and safety to be progressing in the right direction are more likely to pay higher prices for certified fruits. In summary, this paper suggests to promote the role of food safety agencies in popularizing food safety knowledge education to upgrade consumer’s knowledge on the information of quality and safety certification, to form stringent regulations and effective monitoring systems to minimize and to prevent the occurrence of food safety incidents, to construct a food quality credit system to show clear division of responsibility, and to rebuild consumer’s confidence in food safety.
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