| 摘要: |
| 为丰富消费市场中食品认证标签的多样化，优化食品企业对食品认证标签的使用决策，完善政府对食品认证标签的体系建设，基于选择实验法，以纯牛奶为研究对象，利用1 311个消费者样本，借助多项Logit模型和潜类别Logit模型测度消费者对食品认证标签的偏好和支付意愿。结果表明：1）消费者对食品认证标签的偏好程度和支付溢价均由高到低依次为地理标志、动物福利标签、碳标签、有机标签、绿色标签；2）年龄越低、受教育程度越高的消费者对动物福利标签的偏好程度越高，收入越高的消费者对碳标签的偏好程度越高；3）依据偏好的异质性可以将消费者分成以城镇居民居多的“绿色健康食品的追求者”和以年龄小且受教育程度高为特征的“动物福利主义的践行者”2类。消费者食品认证标签偏好的异质性为食品供应商认证决策和政府认证制度安排提供了参考依据。 |
| 关键词: 食品认证标签 消费者偏好 支付意愿 选择实验法 Logit模型 |
| DOI：10.11841/j.issn.1007-4333.2024.09.19 |
| 投稿时间：2023-12-21 |
| 基金项目:国家自然科学基金青年项目（72203034，72103177）；黑龙江省哲学社会科学规划一般项目（22JYB223）；黑龙江省自然基金项目（LH2021G002） |
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| Heterogeneity of consumer preference for food certification labeling: Evidence based on choice experiment method |
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JIANG Bing1,2, YU Yang1, CUI Lihang1, WEI Yanjiao3
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| (1.College of Economics and Management, Northeast Agricultural University, Harbin 150030, China;2.Development Research Center of Modern Agriculture, Northeast Agricultural University, Harbin 150030, China;3.Business School, Yangzhou University, Yangzhou 225127, China) |
| Abstract: |
| To enrich the diversity of food certification labeling in the consumer market， optimize the decision-making of food enterprises on the use of food certification labeling and improve the construction of the government's system of food certification labeling， based on the choice experiment method， the consumer preference and willingness to pay for food certification labeling are measured with the multinomial logit and latent class logit models. A total of 1 311 consumer samples with pure milk are taken as study object. The results indicate that：1） Consumers’ preference and willingness to pay for food certification labeling in descending order is as follows： geographical indication， animal welfare labeling， carbon labeling， organic food labeling， and green food labeling. 2） Consumers with lower age and higher education have a higher preference for animal welfare labeling， and those with higher income have a higher preference for carbon labeling.3） Based on the heterogeneity of preference， consumers can be divided into ‘green and healthy food seekers’ who are mostly urban residents and ‘animal welfare seekers’ who are young and highly educated. In conclusion， the heterogeneity of consumers' food certification labeling preference provides a reference basis for food suppliers’ certification decisions and the government’s certification system arrangements. |
| Key words: food certification labeling consumer preference willingness to pay choice experiment method logit model |
