摘要
基于目前市场上可追溯食品品种单一且存在明显结构性失调的现实特征,本文以可追溯猪肉为案例,运用真实选择实验与Logit模型相结合的研究方法,在对可追溯猪肉设置可追溯信息、可追溯信息真实性认证与价格属性的基础上,将产地信息属性纳入可追溯信息属性体系,研究消费者对产地标签的认知与产地属性支付意愿,以及影响消费者对加贴产地标签的可追溯猪肉购买选择的主要因素。研究发现,在构成可追溯猪肉的不同类别的信息属性及其层次中,消费者对可追溯信息真实性政府认证属性的支付意愿最高,其次是对高层次可追溯信息属性的支付意愿,而且相对于外地产标签信息属性,消费者更偏好于具有本地产标签的可追溯猪肉。同时消费者对产地标签的认知与家庭收入状况,显著影响其对加贴产地信息属性标签的可追溯猪肉的购买选择。本文研究的政策含义是,现有可追溯猪肉所包含的安全信息属性残缺不全,并不具备事前预警功能,品种存在着明显的结构性失调,应从供给侧结构性改革的角度,鼓励生产者生产多信息属性的多品种可追溯猪肉,同时充分发挥市场的决定性作用,丰富市场以满足不同的消费需求;与普通猪肉相比较,可追溯猪肉的市场价格上扬,可通过实施精准减税等政策引导可追溯猪肉的生产,以降低可追溯猪肉的市场价格,扩大可追溯猪肉的市场容量;在稳定生猪养殖等支持政策的同时,逐步推行产地政策,为生产者和消费者建立信任关系,提供猪肉安全信息甄别机制。
In the real situation, the existing traceable food in the market are single and with an obvious structural imbalance. In this study, real choice experiment （RCE） analysis combined with Logit model was used to investigate the consumers＇ preference for traceable pork hindquarters with different levels of attributes. In the setting of the attributes of pork traceability information, authenticity certification and price information, the attribute of origin information was added into the traceability information system. Consumers＇ perception of these origin labels and willingness to pay for them, as well as the main factors influencing consumers＇ purchase choice to traceable pork with origin label were studied in the research. The results showed that, among the different levels and attributes information that make up the traceability pork profiles, the government＇ s certification traceability information was the most preferred attribute for consumers, followed the high level traceability information attributes, and that consumers preferred traceable pork with local origin label to the one with out-of-town origin label. Besides, consumers＇ perception of origin label and family income significantly influenced their pork purchase choice. The policy implications of this study are as follows. First, from the point of supply-side reform, producers should be encouraged to produce various traceable pork with more information attributes, since there is an obvious structural imbalance in the varieties of the existing traceable pork, the safety information attributes of which are incomplete, lacking pre-warning function. Besides, it should give full play to the decisive role of the market to meet different consumer demand. Second, since the price of traceable pork are higher than ordinary pork, it suggests that the traceability of pork production should be guided through the implementation of accurate tax policy, in order to reduce the market price of traceable pork and expand the market capacity of traceable pork.
出处
《中国人口·资源与环境》
CSSCI
CSCD
北大核心
2016年第9期92-100,共9页
China Population,Resources and Environment
基金
国家社科基金重大招标课题"食品安全风险共治研究"(批准号:14ZDA069)
国家自然科学基金项目"基于消费者偏好的可追溯食品消费政策的多重模拟实验研究:猪肉的案例"(批准号:71273117)
江苏省六大人才高峰资助项目"食品安全消费政策研究:可追溯猪肉的案例"(批准号:2012-JY-002)
中国博士后科学基金项目"复合型可追溯食品的社会福利效率评估研究:猪肉的案例"(批准号:2015M580391)
江苏省社科基地项目"江苏实施‘食品安全江苏行动计划’的路径与重点研究"(批准号:15JD003)
江南大学自主科研计划重点项目"基于大数据挖掘工具的中国食品安全事件风险研究"(批准号:2015JDZD01)
