食品质量认证标签的消费者偏好异质性研究:随机n价拍卖实验的证据
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摘要
本文在山东青岛等城市选取286个消费者样本,以番茄为拍卖标的物进行随机n价拍卖实验,测度了消费者对食品质量认证标签(有机标签、绿色标签和无公害标签)的支付意愿,进而运用多变量Probit模型分析了影响消费者支付意愿的主要因素。结果表明,消费者对有机番茄和绿色番茄的支付意愿显著高于对常规番茄的支付意愿,但对无公害番茄的支付意愿仅略高于常规番茄。多变量Probit模型分析结果表明,具有不同个体特征的消费者对食品质量认证标签的偏好存在异质性,食品安全风险感知显著影响消费者对认证标签的支付意愿。环境意识可以提高消费者支付意愿,但在绿色和有机两种认证之间并无显著差别。消费者偏好的异质性,既应该是认证食品供应商生产经营决策的关键性基础,也应成为政府认证制度安排与调整完善的重要参考依据。
This paper selected 286 consumers from cities like Qingdao in Shandong Province,China,and use potatoes as a subject matter to conduct a random nth price auction to measure consumers' willingness-to-pay(WTP)for food quality certification labels(organic labels,green labels and Hazard-free labels),and then analysis the main factors influencing consumers' WTP using the Multivariate Probit(MVP)model.Results indicated that consumers' WTPs for organic tomatoes and green tomatoes were significantly higher than that for conventional tomatoes.However,consumers' WTP for hazard-free tomatoes was slightly higher than that for conventional tomatoes.Results of the MVP model analysis demonstrated that consumers with different individual characteristics have heterogeneous preferences for food quality certification labels.Food safety risk perceptions has positive effects on consumers' WTP.Environmental awareness can help promote consumers' WTP,but the environmental benefits for green and organic certifications are not significant.Heterogeneity of consumer preference should not only be the key base for certified food suppliers to make production and business decisions,but also be an important reference for governments to allocate,adjust and improve certification system.
This paper selected 286 consumers from cities like Qingdao in Shandong Province,China,and use potatoes as a subject matter to conduct a random nth price auction to measure consumers' willingness-to-pay(WTP)for food quality certification labels(organic labels,green labels and Hazard-free labels),and then analysis the main factors influencing consumers' WTP using the Multivariate Probit(MVP)model.Results indicated that consumers' WTPs for organic tomatoes and green tomatoes were significantly higher than that for conventional tomatoes.However,consumers' WTP for hazard-free tomatoes was slightly higher than that for conventional tomatoes.Results of the MVP model analysis demonstrated that consumers with different individual characteristics have heterogeneous preferences for food quality certification labels.Food safety risk perceptions has positive effects on consumers' WTP.Environmental awareness can help promote consumers' WTP,but the environmental benefits for green and organic certifications are not significant.Heterogeneity of consumer preference should not only be the key base for certified food suppliers to make production and business decisions,but also be an important reference for governments to allocate,adjust and improve certification system.
引文
[1]陈新建、董涛、易干军,2014:《城市消费者有机食品认知与购买决策——基于北京、上海、广州、深圳1017名消费者调查》,《华中农业大学学报(社会科学版)》第2期。[Chen Xinjian,Dong Tao and Yi Ganjun,2014,The Organic Food Cognition and Consuming Strategy of Urban Consumers-Based on Investigation of 1017Consumers in Beijing,Guangzhou and Shenzhen of China,Journal of Huazhong Agricultural University,2.]
[2]马兆红,2017:《从生产市场需求谈我国番茄品种的变化趋势》,《中国蔬菜》第3期。[Ma Zhaohong,2017,The Trend of Tomato Varieties in China:the Study of Supply and Demand,China Vegetable,3.]
[3]尹世久,2013:《信息不对称、认证有效性与消费者偏好:以有机食品为例》,中国社会科学出版社。[Yin Shijiu,2013,Information Asymmetry,Certification Effectiveness and Consumers’Preference:A Case Study of Organic Food,China Social Sciences Press(China).]
[4]尹世久、高杨、吴林海,2017:《构建中国特色食品安全共治体系》,人民出版社。[Yin Shijiu,et al.,2017,Constructing the Food Safety Co-governance System With Chinese Characteristics,People Press(China).]
[5]全世文、曾寅初,2014:《食品安全:消费者的标识选择与自我保护行为》,《中国人口·资源与环境》,第4期。[Quan Shiwen,Zeng Yinchu,2014,Food Safety:Consumers’Label-choosing and Self-protection Behaviors,China Population,Resources and Environment,4.]
[6]Akaichi,F.,R.M.N.Jr and J.M.Gil,2012,Assessing Consumers’Willingness to Pay for Different Units of Organic Milk:Evidence from Multiunit Auctions,Canadian Journal of Agricultural Economics,60(4):469–494.
[7]Albersmeier,F.,H.Schulze and A.Spiller,2010,System Dynamics in Food Quality Certifications:Development of an Audit Integrity System,International Journal of Food System Dynamics,1(1):1869-6945.
[8]Alexander,C.,2007,Designing Experimental Auctions for Marketing Research:The Effect of Values,Distributions,and Mechanisms on Incentives for Truthful Bidding,Review of Marketing Science,5(1):3-31.
[9]Ausubel,L.M.and P.Milgrom,2004,The Lovely but Lonely Vickrey Auction,Discussion Papers,17(1):13-36.
[10]Becker,G.M.,M.H.DeGroot and J.Marschak,1964,Measuring Utility by a Single-response Sequential Method,Behavioral Science,9(3):226-232.
[11]Breidert,C.,M.Hahsler and T.Reutterer,2008,A Review of Methods for Measuring Willingness-to-Pay,Innovative Marketing,1.
[12]Briz,T.and R.W.Ward,2009,Consumer Awareness of Organic Products in Spain:An Application of Multinominal logit Models,Food Policy,34(3):295-304.
[13]Chen,M.,S.Yin,Y.Xu and Z.Wang,2015,Consumers’Willingness to Pay for Tomatoes Carrying Different Organic labels:Evidence From Auction Experiments,British Food Journal,117(11):4919-4924.
[14]Dai et al.,2006,Energy Efficiency and Potentials of Cassava Fuel Ethanol in Guangxi Region of China,Energy Conversion and Management,47(13):1686-1699.
[15]Darby,M.R.and E.Karni,1973,Free Competition and the Optimal Amount of Fraud,Journal of Law and Economics,16(1):67-88.
[16]Dettmann,R.L.and C.Dimitri,2009,Who's Buying Organic Vegetables?Demographic Characteristics of U.S.Consumers,Journal of Food Products Marketing,16(1):79-91.
[17]Elbakidze,L.,R.M.Nayga and H.Li,2013,Willingness to Pay for Multiple Quantities of Animal Welfare Dairy Products:Results from Random N th-,Second-Price,and Incremental Second-Price Auctions,Canadian Journal of Agricultural Economics,61(3):417-438.
[18]Emmanuel,K.Y.,B.Samuel and C.M.Ralph,2005,Comparison of Consumer Perceptions and Preference Toward Organic Versus Conventionally Produced Foods:A Review and Update of the literature,Renewable Agriculture and Food Systems,20(4):193-205.
[19]Golan et al.,2001,Economics of Food Labeling,Journal of Consumer Policy,24(2):117-184.
[20]Goldman,B.J.and K.L.Clancy,2009,A Survey of Organic Produce Purchases and Related Attitudes of Food Cooperative Shoppers,American Journal of Alternative Agriculture,6(2):89-96.
[21]Gunduz,O.and Z.Bayramoglu,2011,Consumer s Willingness to Pay for Organic Chicken Meat in Samsun Province of Turkey,Journal of Animal and Veterinary Advances,10(3):334-340.
[22]Hayes,D.J.,J.F.Shogren,S.Y.Shin and J.B.Kliebenstein,1995,Valuing Food Safety in Experimental Auction Markets,American Journal of Agricultural Economics,77(1):40-53.
[23]Hellyer,N.E.,I.Fraser and J.Haddock-Fraser,2012,Food choice,Health Information and Functional Ingredients:An Experimental Auction Employing Bread,Food Policy,37(3):232-245.
[24]Hjelmar,U.,2011,Consumers’Purchase of Organic Food Products.A Matter of Convenience and Reflexive Practices,Appetite,56(2):336.
[25]Horowitz,J.K.,2006,The Becker-DeGroot-Marschak Mechanism is Not Necessarily Incentive Compatible,Even for Non-random Goods,Economics Letters,93(1):6-11.
[26]Janssen,M.and U.Hamm,2012,Product labelling in the Market for Organic Food:Consumer Preferences and Willingness-to-pay for Different Organic Certification logos,Food Quality and Preference,25(1):9-22.
[27]Ji,Y.L.,D.B.Han,R.M.N.Jr and S.L.Song,2011,Valuing Traceability of Imported Beef in Korea:an Experimental Auction Approach,Australian Journal of Agricultural and Resource Economics,55(3):360–373.
[28]Koo,C.,List.J,Margolis.M and Shogren.J,2001,A Random Nth-price Auction,Journal of Economic Behavior and Organization,46(4):409-421.
[29]Lecocq,S.,T.Magnac,M.C.Pichery and M.Visser,2005,The Impact of Information on Wine Auction Prices:Results of an Experiment,Annales Déconomie Et De Statistique,96(77):37-57.
[30]List,J.A.,2003,Using Random nth Price Auctions to Value Non-Market Goods and Services,Journal of Regulatory Economics,23(2):193-205.
[31]Liu,R.,Z.Pieniak and W.Verbeke,2013,Consumers'attitudes and Behaviour Towards Safe Food in China:A review,Food Control,33(1):93-104.
[32]Loo et al.,2011,Consumers’Willingness to Pay for Organic Chicken Breast:Evidence From Choice Experiment,Food Quality and Preference,22(7):603-613.
[33]Lusk,J.L.,2003,Using Experimental Auctions for Marketing Applications:A Discussion,Journal of Agricultural and Applied Economics,35(2):349-360.
[34]Napolitano et al.,2010,Effect of Information About Organic Production on Beef liking and Consumer Willingness to Pay,Food Quality and Preference,21(2):207-212.
[35]Onyango,B.M.,W.K.Hallman and A.C.Bellows,2006,Purchasing Organic Food in US Food Systems:A Study of Attitudes and Practice,British Food Journal,109:399-411.
[36]Rousseau,S.and L.Vranken,2013,Green Market Expansion by Reducing Information Asymmetries:Evidence for labeled Organic Food Products,Food Policy,40(2):31-43.
[37]Sakurai,Y.,1999,A limitation of the Generalized Vickrey Auction in Electronic Commerce:Robustness Against False-name Bids,Proc Sixteenth National Conference on Artificial Intelligence,13:431-434.
[38]Schott,C.,D.D.V.Kleef and T.P.S.Steen,2016,The Combined Impact of Professional Role Identity and Public Service Motivation on Decision-making in Dilemma Situations,International Review of Administrative Sciences,84(1):1-40.
[39]Tranter et al.,2009,Consumers’Willingness-to-pay for Organic Conversion-grade Food:Evidence From Five EU Countries,Food Policy,34(3):287-294.
[40]Tsai,M.H.,F.J.Chang,L.S.Kao and C.C.Chang,2004,An Application of Composite Utility Evaluation Model for Irrigation Project,Journal of Taiwan Agricultural Engineering,50(2):112-123.
[41]Vickrey,W.,1961,Counters Peculation Auctions and Competitive Sealed Tenders,The Journal of Finance,16(1):8-37.
[42]Wu,L.,S.Yin,Y.Xu and Zhu.D,2014,Effectiveness of China's Organic Food Certification Policy:Consumer Preferences for Infant Milk Formula with Different Organic Certification Labels,Canadian Journal Agricultural Economics,62(4):545-568.
[43]Yin,S.J.,M.Chen,Y.J.Xu and Y.Chen,2017,Chinese consumers’Willingness to Pay for Safety Label on Tomato:Evidence From Choice Experiments,China Agricultural Economic Review,9(1):141-155.
[44]Yu,X.,Z.Gao and Y.Zeng,2014,Willingness to pay for the“Green Food”in China,Food Policy,45(45):80-87.
[2]马兆红,2017:《从生产市场需求谈我国番茄品种的变化趋势》,《中国蔬菜》第3期。[Ma Zhaohong,2017,The Trend of Tomato Varieties in China:the Study of Supply and Demand,China Vegetable,3.]
[3]尹世久,2013:《信息不对称、认证有效性与消费者偏好:以有机食品为例》,中国社会科学出版社。[Yin Shijiu,2013,Information Asymmetry,Certification Effectiveness and Consumers’Preference:A Case Study of Organic Food,China Social Sciences Press(China).]
[4]尹世久、高杨、吴林海,2017:《构建中国特色食品安全共治体系》,人民出版社。[Yin Shijiu,et al.,2017,Constructing the Food Safety Co-governance System With Chinese Characteristics,People Press(China).]
[5]全世文、曾寅初,2014:《食品安全:消费者的标识选择与自我保护行为》,《中国人口·资源与环境》,第4期。[Quan Shiwen,Zeng Yinchu,2014,Food Safety:Consumers’Label-choosing and Self-protection Behaviors,China Population,Resources and Environment,4.]
[6]Akaichi,F.,R.M.N.Jr and J.M.Gil,2012,Assessing Consumers’Willingness to Pay for Different Units of Organic Milk:Evidence from Multiunit Auctions,Canadian Journal of Agricultural Economics,60(4):469–494.
[7]Albersmeier,F.,H.Schulze and A.Spiller,2010,System Dynamics in Food Quality Certifications:Development of an Audit Integrity System,International Journal of Food System Dynamics,1(1):1869-6945.
[8]Alexander,C.,2007,Designing Experimental Auctions for Marketing Research:The Effect of Values,Distributions,and Mechanisms on Incentives for Truthful Bidding,Review of Marketing Science,5(1):3-31.
[9]Ausubel,L.M.and P.Milgrom,2004,The Lovely but Lonely Vickrey Auction,Discussion Papers,17(1):13-36.
[10]Becker,G.M.,M.H.DeGroot and J.Marschak,1964,Measuring Utility by a Single-response Sequential Method,Behavioral Science,9(3):226-232.
[11]Breidert,C.,M.Hahsler and T.Reutterer,2008,A Review of Methods for Measuring Willingness-to-Pay,Innovative Marketing,1.
[12]Briz,T.and R.W.Ward,2009,Consumer Awareness of Organic Products in Spain:An Application of Multinominal logit Models,Food Policy,34(3):295-304.
[13]Chen,M.,S.Yin,Y.Xu and Z.Wang,2015,Consumers’Willingness to Pay for Tomatoes Carrying Different Organic labels:Evidence From Auction Experiments,British Food Journal,117(11):4919-4924.
[14]Dai et al.,2006,Energy Efficiency and Potentials of Cassava Fuel Ethanol in Guangxi Region of China,Energy Conversion and Management,47(13):1686-1699.
[15]Darby,M.R.and E.Karni,1973,Free Competition and the Optimal Amount of Fraud,Journal of Law and Economics,16(1):67-88.
[16]Dettmann,R.L.and C.Dimitri,2009,Who's Buying Organic Vegetables?Demographic Characteristics of U.S.Consumers,Journal of Food Products Marketing,16(1):79-91.
[17]Elbakidze,L.,R.M.Nayga and H.Li,2013,Willingness to Pay for Multiple Quantities of Animal Welfare Dairy Products:Results from Random N th-,Second-Price,and Incremental Second-Price Auctions,Canadian Journal of Agricultural Economics,61(3):417-438.
[18]Emmanuel,K.Y.,B.Samuel and C.M.Ralph,2005,Comparison of Consumer Perceptions and Preference Toward Organic Versus Conventionally Produced Foods:A Review and Update of the literature,Renewable Agriculture and Food Systems,20(4):193-205.
[19]Golan et al.,2001,Economics of Food Labeling,Journal of Consumer Policy,24(2):117-184.
[20]Goldman,B.J.and K.L.Clancy,2009,A Survey of Organic Produce Purchases and Related Attitudes of Food Cooperative Shoppers,American Journal of Alternative Agriculture,6(2):89-96.
[21]Gunduz,O.and Z.Bayramoglu,2011,Consumer s Willingness to Pay for Organic Chicken Meat in Samsun Province of Turkey,Journal of Animal and Veterinary Advances,10(3):334-340.
[22]Hayes,D.J.,J.F.Shogren,S.Y.Shin and J.B.Kliebenstein,1995,Valuing Food Safety in Experimental Auction Markets,American Journal of Agricultural Economics,77(1):40-53.
[23]Hellyer,N.E.,I.Fraser and J.Haddock-Fraser,2012,Food choice,Health Information and Functional Ingredients:An Experimental Auction Employing Bread,Food Policy,37(3):232-245.
[24]Hjelmar,U.,2011,Consumers’Purchase of Organic Food Products.A Matter of Convenience and Reflexive Practices,Appetite,56(2):336.
[25]Horowitz,J.K.,2006,The Becker-DeGroot-Marschak Mechanism is Not Necessarily Incentive Compatible,Even for Non-random Goods,Economics Letters,93(1):6-11.
[26]Janssen,M.and U.Hamm,2012,Product labelling in the Market for Organic Food:Consumer Preferences and Willingness-to-pay for Different Organic Certification logos,Food Quality and Preference,25(1):9-22.
[27]Ji,Y.L.,D.B.Han,R.M.N.Jr and S.L.Song,2011,Valuing Traceability of Imported Beef in Korea:an Experimental Auction Approach,Australian Journal of Agricultural and Resource Economics,55(3):360–373.
[28]Koo,C.,List.J,Margolis.M and Shogren.J,2001,A Random Nth-price Auction,Journal of Economic Behavior and Organization,46(4):409-421.
[29]Lecocq,S.,T.Magnac,M.C.Pichery and M.Visser,2005,The Impact of Information on Wine Auction Prices:Results of an Experiment,Annales Déconomie Et De Statistique,96(77):37-57.
[30]List,J.A.,2003,Using Random nth Price Auctions to Value Non-Market Goods and Services,Journal of Regulatory Economics,23(2):193-205.
[31]Liu,R.,Z.Pieniak and W.Verbeke,2013,Consumers'attitudes and Behaviour Towards Safe Food in China:A review,Food Control,33(1):93-104.
[32]Loo et al.,2011,Consumers’Willingness to Pay for Organic Chicken Breast:Evidence From Choice Experiment,Food Quality and Preference,22(7):603-613.
[33]Lusk,J.L.,2003,Using Experimental Auctions for Marketing Applications:A Discussion,Journal of Agricultural and Applied Economics,35(2):349-360.
[34]Napolitano et al.,2010,Effect of Information About Organic Production on Beef liking and Consumer Willingness to Pay,Food Quality and Preference,21(2):207-212.
[35]Onyango,B.M.,W.K.Hallman and A.C.Bellows,2006,Purchasing Organic Food in US Food Systems:A Study of Attitudes and Practice,British Food Journal,109:399-411.
[36]Rousseau,S.and L.Vranken,2013,Green Market Expansion by Reducing Information Asymmetries:Evidence for labeled Organic Food Products,Food Policy,40(2):31-43.
[37]Sakurai,Y.,1999,A limitation of the Generalized Vickrey Auction in Electronic Commerce:Robustness Against False-name Bids,Proc Sixteenth National Conference on Artificial Intelligence,13:431-434.
[38]Schott,C.,D.D.V.Kleef and T.P.S.Steen,2016,The Combined Impact of Professional Role Identity and Public Service Motivation on Decision-making in Dilemma Situations,International Review of Administrative Sciences,84(1):1-40.
[39]Tranter et al.,2009,Consumers’Willingness-to-pay for Organic Conversion-grade Food:Evidence From Five EU Countries,Food Policy,34(3):287-294.
[40]Tsai,M.H.,F.J.Chang,L.S.Kao and C.C.Chang,2004,An Application of Composite Utility Evaluation Model for Irrigation Project,Journal of Taiwan Agricultural Engineering,50(2):112-123.
[41]Vickrey,W.,1961,Counters Peculation Auctions and Competitive Sealed Tenders,The Journal of Finance,16(1):8-37.
[42]Wu,L.,S.Yin,Y.Xu and Zhu.D,2014,Effectiveness of China's Organic Food Certification Policy:Consumer Preferences for Infant Milk Formula with Different Organic Certification Labels,Canadian Journal Agricultural Economics,62(4):545-568.
[43]Yin,S.J.,M.Chen,Y.J.Xu and Y.Chen,2017,Chinese consumers’Willingness to Pay for Safety Label on Tomato:Evidence From Choice Experiments,China Agricultural Economic Review,9(1):141-155.
[44]Yu,X.,Z.Gao and Y.Zeng,2014,Willingness to pay for the“Green Food”in China,Food Policy,45(45):80-87.
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