消费者对可追溯食品信息属性的支付意愿分析:猪肉的案例

被引：33

作者：

应瑞瑶 ^{[1
]}

侯博 ^{[1
,2
]}

陈秀娟 ^{[3
,4
]}

徐玲玲 ^{[3
,4
]}

机构：

[1] 南京农业大学经济管理学院

[2] 安徽科技学院财经学院

[3] 江南大学江苏省食品安全研究基地

[4] 江南大学商学院

来源：

中国农村经济 | 2016年 / 11期

关键词：

可追溯猪肉; 事前质量保证; 事后追溯; 支付意愿; BDM实验拍卖法;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

本文以中国无锡的消费者为案例,构建了具有事前质量保证与事后追溯功能的可追溯猪肉轮廓,引入Becker-Degroot-Marschak实验拍卖法研究了消费者对可追溯猪肉信息属性的支付意愿,并借助多变量Probit模型研究了影响消费者支付意愿的主要因素。结果表明,消费者对事前质量保证属性的支付意愿高于对事后追溯属性的支付意愿,且对事前质量保证属性中猪肉品质检测属性的支付意愿最高;消费者年龄、学历、收入等个体特征与消费者健康状况、对食品安全的关注程度、食品安全满意度以及对食品安全标识的信任程度等因素影响其对可追溯猪肉不同信息属性的支付意愿。本文认为,政府应通过政策引导生产者生产融事前质量保证与事后追溯功能于一体的可追溯猪肉,以满足不同收入水平消费群体的差异性需求,扩大可追溯猪肉市场。

引用

页码：44 / 56

页数：13

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