摘要
为验证自愿标签在披露乳制品质量安全信息方面的有效性,运用三轮第二价格密封拍卖方法,对哈尔滨理工大学180名学生进行了拍卖实验,并结合问卷调查的结果分析了不同标签信息刺激下,消费者对有机牛奶的补偿意愿。研究结果显示,自愿标签可以将不同质量和不同安全水平的乳制品区分开来,消费者愿意为加贴"有机标签"牛奶支付一定的溢价;消费者对有机牛奶的补偿意愿不足以抵消有机牛奶与普通牛奶的价格差;披露标签的相关信息可以影响消费者对有机牛奶的补偿意愿,而且负向信息对补偿意愿的影响大于正向信息的影响。
In order to verify the effectiveness of voluntary labeling in disclosing the quality and safety information of dairy products, this thesis using the second price sealed bid auction, making the auction experiment of 180 students in Harbin University of Science and Technology to analyze the consumers＇ WTA of organic milk under different labeling information. The results show that： the voluntary labeling can distinguish the dairy products of different quality and safety levels, and consumers are willing to pay more for the milk products which are labeled with ＂Organic＂; the consumers＇ WTA is not enough to compensate the price difference between the organic milk and the common milk; disclosing the relevant information of the labeling can affect the consumers＇ WTA, the influence of negative information is greater than the positive information.
出处
《生态经济》
CSSCI
北大核心
2014年第3期154-157,共4页
Ecological Economy
基金
教育部人文社会科学研究青年基金项目(11YJC790192)
上海市技术性贸易措施应对专项项目(13TBT013)
关键词
自愿标签
有机牛奶
补偿意愿
voluntary labeling
organic milk
WTA （willingness to accept）
