| 摘要: |
| 为探究农产品标识认知和消费习惯对消费者绿色农产品溢价支付意愿的影响，基于计划行为理论构建影响绿色农产品溢价支付意愿的分析框架，以绿色鲜食马铃薯为例，以北京、郑州、成都3个城市402份消费者调查数据为基础，运用条件价值法评估城市消费者对绿色鲜食马铃薯溢价支付意愿；在此基础上，运用Ordered Logit 模型分析行为态度变量、主观规范变量和知觉行为控制变量对绿色鲜食马铃薯溢价支付意愿的影响。结果显示:1)城市消费者绿色鲜食马铃薯平均溢价支付意愿处在10%~30%，整体意愿水平较低。2)行为态度变量对绿色鲜食马铃薯溢价支付意愿有显著影响。购买场所便利性越高，消费者溢价支付意愿越高；消费者对普通马铃薯品质感知越好，其溢价支付意愿越高。3)主观规范变量也会显著影响城市消费者对绿色鲜食马铃薯溢价支付意愿。其中，相较QS产品标识和有机产品标识，消费者的绿色产品标识认知水平对其溢价支付意愿影响最大。4)知觉行为控制变量对绿色鲜食马铃薯溢价支付意愿的影响也十分显著。年龄较大，且健康状况越好的男性消费者更愿意为绿色鲜食马铃薯支付较高的溢价。因此，应从加强绿色农产品价值宣传，提升消费者的绿色产品标识认知水平，提高消费者购买绿色农产品便利性等方面培育绿色农产品市场，促进农业绿色发展。 |
| 关键词: 标识认知 消费习惯 绿色农产品 溢价支付意愿 马铃薯 ordered logit模型 |
| DOI：10.11841/j.issn.1007-4333.2023.05.21 |
| 投稿时间：2022-09-15 |
| 基金项目:国家马铃薯产业技术体系项目(CARS-9)；中国国家留学基金项目(202103250054) |
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| Effects of agricultural product labeling cognition and consumption habit on consumers' willingness to pay premium of green agricultural products: Taking green fresh-potato as an example |
|
LUN Runqi,LUO Qiyou*,GAO Mingjie,LIU Yang
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| (Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing 100081, China) |
| Abstract: |
| In order to investigate the effect of agricultural product labeling cognition and consumption habit on consumers' willingness to pay premium of green agricultural products, based on the theory of planned behavior, an analytical framework that affects the willingness to pay premium for green agricultural products was constructed. Taking green fresh-potatoes as an example, based on the survey data of 402 consumers in three cities of Beijing, Zhengzhou and Chengdu, the contingent valuation method is used to evaluate the willingness to pay premium of urban consumers. On this basis, the ordered logit model was used to analyze the influence of behavioral attitude variables, subjective norm variables and perceived behavioral control variables on the willingness to pay premium of green fresh-potatoes. The results show that: 1)The average willingness of consumers to pay premium of green fresh-potatoes is between 10% and 30%, and the overall willingness level is relatively low. 2)The attitude of behavior variables have a significant impact on the willingness to pay premium of green fresh-potatoes. The higher the convenience of the place of purchase, the higher the willingness to pay premium. The better the consumers' perception of the quality of ordinary potatoes, the higher the willingness to pay premium. 3)The subjective norm variables also significantly affect urban consumers' willingness to pay premium for green fresh-potatoes. Among them, compared with QS product labeling and organic product labeling, the consumers' cognition of green product labeling has the greatest impact on their willingness to pay premium. 4)The effect of perceived behavior control variables on consumers' willingness to pay premium for the green fresh-potato is also significant. Male consumers who are older and in better health are more willing to pay a higher premium for green fresh potatoes. Therefore, green agricultural product market should be cultivated and the green development of agriculture should be promoted from the aspects of strengthening the publicity of the value of green agricultural products, improving consumers' cognition of green product labels, and promoting the convenience of consumers to purchase green agricultural products. |
| Key words: perception of label consumption habit willingness to pay premium green agricultural products ordered logit model |
