大都市城镇居民对地产蔬菜的支付意愿研究——基于上海市532份消费者问卷调查数据的实证分析
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摘要
基于上海市12个城区532份消费者问卷调查数据,选用假想价值评估法设计问卷,实证分析上海城镇居民消费者对地产绿叶菜的支付意愿及其影响因素,重点关注价格对消费者地产绿叶菜购买意愿的影响。研究发现,投标价格、蔬菜放心程度、地产蔬菜信任程度、购买成员、性别等变量显著影响消费者对地产蔬菜的支付意愿。具体而言,投标价格是影响支付意愿的主要因素,随着价格的增加消费者的支付意愿下降;消费者对蔬菜的放心程度越低,越倾向于购买地产绿叶菜,说明消费者对上海市地产绿叶菜质量安全总体信任度较高;消费者对地产蔬菜信任度越高,其额外支付意愿越高;男性消费者愿意为地产绿叶菜支付额外价格的可能性更大;相较于家庭中非主要购买成员,作为家庭中蔬菜主要购买成员的消费者愿意为地产蔬菜支付额外价格的可能性更大。计算得知,相比外地产绿叶菜,消费者愿意为地产绿叶菜额外支付2.12元/kg。根据结论提出加强食品质量安全监管提升蔬菜质量、稳控蔬菜价格、加强对消费者教育和宣传等措施。
Based on the survey data of 532 consumers in 12 districts of Shanghai, using the hypothetical valuation method to design the questionnaire, this paper empirically analyzed the willingness and its influencing factors of Shanghai consumers to pay for leafy vegetables, with focus on the impact of price on consumers' willingness to buy local leafy vegetables. It is found that the variables including price, degree of reassurance on vegetables, degree of trust on local vegetables, buyer, and gender affected the willingness of paying for local vegetables significantly. More specifically, price was the main factor affecting willingness to pay. As price increases, consumers' willingness to pay would decline. The data also showed that the lower the consumer's degree of reassurance on vegetables was, the more likely they were going to buy local leafy vegetables, which meant that consumers had higher overall trust on quality and safety of leafy vegetables produced locally in Shanghai; the willingness to pay higher price was positively related to the degree of trust on local vegetables; male consumers were more likely to pay extra for local greens; the principal buyer of household was more likely to pay for local vegetables. According to the calculation, consumers were willing to pay an extra 2.12 yuan/kg for local leafy vegetables compared with non-local leafy vegetables. At the end,according to the conclusion of this study, some suggestions were proposed such as strengthening food quality and safety supervision to improve vegetable quality, stabilizing vegetable price, and strengthening consumer education and publicity of local vegetables.
Based on the survey data of 532 consumers in 12 districts of Shanghai, using the hypothetical valuation method to design the questionnaire, this paper empirically analyzed the willingness and its influencing factors of Shanghai consumers to pay for leafy vegetables, with focus on the impact of price on consumers' willingness to buy local leafy vegetables. It is found that the variables including price, degree of reassurance on vegetables, degree of trust on local vegetables, buyer, and gender affected the willingness of paying for local vegetables significantly. More specifically, price was the main factor affecting willingness to pay. As price increases, consumers' willingness to pay would decline. The data also showed that the lower the consumer's degree of reassurance on vegetables was, the more likely they were going to buy local leafy vegetables, which meant that consumers had higher overall trust on quality and safety of leafy vegetables produced locally in Shanghai; the willingness to pay higher price was positively related to the degree of trust on local vegetables; male consumers were more likely to pay extra for local greens; the principal buyer of household was more likely to pay for local vegetables. According to the calculation, consumers were willing to pay an extra 2.12 yuan/kg for local leafy vegetables compared with non-local leafy vegetables. At the end,according to the conclusion of this study, some suggestions were proposed such as strengthening food quality and safety supervision to improve vegetable quality, stabilizing vegetable price, and strengthening consumer education and publicity of local vegetables.
引文
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[5]靳明,赵昶.绿色农产品消费意愿和消费行为分析[J].中国农村经济,2008(5):44-55.
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[7]周应恒,彭晓佳.江苏省城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006,5(4):1319-1342.
[8]周维林.可追溯蔬菜消费者购买行为实证研究——基于梅州市332位消费者的调查数据[D].华南农业大学,2016:47-50.
[9]黄季伸,徐家鹏.消费者对无公害蔬菜的认知和购买行为的实证分析——基于武汉市消费者的调查[J].农业技术经济,2007(6):62-66.
[10]林勇,平瑛,李玉峰.消费者对可追溯蔬菜的态度以及支付意愿——以上海市为例[J].中国农学通报,2014,30(26):291-296.
[11]王一舟,王瑞梅,修文彦.消费者对蔬菜可追溯标签的认知及支付意愿研究——以北京市为例[J].中国农业大学学报,2013,18(3):215-222.
[12]戴迎春,朱彬,应瑞瑶.消费者对食品安全的选择意愿——以南京市有机蔬菜消费行为为例[J].南京农业大学学报:社会科学版,2006(1):47-52.
[13]常向阳,李香.南京市消费者蔬菜消费安全认知度实证分析[J].消费经济,2005(5):74-78.
[14]张蓓,黄志平,文晓巍.营销刺激、心理反应与有机蔬菜消费者购买意愿和行为——基于有序Logistic回归模型的实证分析[J].农业技术经济,2014(2):47-56.
[15]杨金深,张贯生,智健飞,等.我国无公害蔬菜的市场价格与消费意愿分析一一基于石家庄的市场调查实证[J].中国农村经济,2004(9):43-48.
[16]黄季伸,徐家鹏.消费者对无公害蔬菜的认知和购买行为的实证分析——基于武汉市消费者的调查[J].农业技术经济,2007(6):62-66.
[17]何德华,周德翼,王蓓.对武汉市民无公害蔬菜消费行为的研究[J].统计与决策,2007(6):114-116.
[18] Chang J, Lusk J. How Closely Do Hypothetical Surveys and Laboratory Experiments Predict Field Behavior?[J].American Journal of Agricultural Economics,2009,91(2):518-534.
[19] Buzby Jean C, Jerry R Skees, Richard C Ready. Using Contingent Valuation to Value Food Safety:a Case Study of Grapefruit and Pesticide Residues[M]. Westview Press Boulder,1995:120.
[20] Boccaletti Stefano, Michael Nardella. Consumer Willingness to Pay for Pesticide-free Fresh Fruit and Vegetables in Italy[J].International Food and Agribusiness Management Review,2000,3(3):297-310.
[21]迈里克·弗里曼.环境与资源价值评估——理论与方法[M].北京:中国人民大学出版社,2002:204-206.
[22]王志刚,杨胤轩,彭佳.消费者安全液态奶支付意愿及其影响因素——基于北京、天津、石家庄市676份调查问卷[J].湖南农业大学学报:社会科学版,2014,15(1):7-13,66.
[23]周应恒,彭晓佳.江苏省城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006(3):1319-1342.
[24] Loureiro M, McCluskey J. Are Stated preferences good predictors of market behavior?[J]. Land Economics,2003,79(1):44.
[25]崔春晓,王凯,王学真.消费者对可追溯猪肉支付意愿的影响因素研究[J].统计与决策,2016(12):98-101.
[26]郭世娟,李华.消费者对可追溯鸡蛋的支付意愿及影响因素分析——基于北京市396位消费者的调查[J].中国家禽,2017,39(12):73-76.
[27]应瑞瑶,侯博,陈秀娟,等.消费者对可追溯食品信息属性的支付意愿分析:猪肉的案例[J].中国农村经济,2016(11):44-56.
[2]王丽珍.消费者蔬菜安全关注程度与购买行为差异研究[D].武汉:华中农业大学,2011(5):1-50.
[3]孔繁涛,沈辰,吴建寨.上海市蔬菜价格调控模式的探索与思考[J].价格理论与实践,2016(10):90-93.
[4]王丽珍.消费者蔬菜安全关注程度与购买行为差异研究——基于武汉市的调查[D].武汉:华中农业大学,2011:12-16.
[5]靳明,赵昶.绿色农产品消费意愿和消费行为分析[J].中国农村经济,2008(5):44-55.
[6]钟甫宁,易小兰.消费者对食品安全的关注程度与购买行为的差异分析[J].南京农业大学学报:社会科学版,2010,10(2):19-26.
[7]周应恒,彭晓佳.江苏省城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006,5(4):1319-1342.
[8]周维林.可追溯蔬菜消费者购买行为实证研究——基于梅州市332位消费者的调查数据[D].华南农业大学,2016:47-50.
[9]黄季伸,徐家鹏.消费者对无公害蔬菜的认知和购买行为的实证分析——基于武汉市消费者的调查[J].农业技术经济,2007(6):62-66.
[10]林勇,平瑛,李玉峰.消费者对可追溯蔬菜的态度以及支付意愿——以上海市为例[J].中国农学通报,2014,30(26):291-296.
[11]王一舟,王瑞梅,修文彦.消费者对蔬菜可追溯标签的认知及支付意愿研究——以北京市为例[J].中国农业大学学报,2013,18(3):215-222.
[12]戴迎春,朱彬,应瑞瑶.消费者对食品安全的选择意愿——以南京市有机蔬菜消费行为为例[J].南京农业大学学报:社会科学版,2006(1):47-52.
[13]常向阳,李香.南京市消费者蔬菜消费安全认知度实证分析[J].消费经济,2005(5):74-78.
[14]张蓓,黄志平,文晓巍.营销刺激、心理反应与有机蔬菜消费者购买意愿和行为——基于有序Logistic回归模型的实证分析[J].农业技术经济,2014(2):47-56.
[15]杨金深,张贯生,智健飞,等.我国无公害蔬菜的市场价格与消费意愿分析一一基于石家庄的市场调查实证[J].中国农村经济,2004(9):43-48.
[16]黄季伸,徐家鹏.消费者对无公害蔬菜的认知和购买行为的实证分析——基于武汉市消费者的调查[J].农业技术经济,2007(6):62-66.
[17]何德华,周德翼,王蓓.对武汉市民无公害蔬菜消费行为的研究[J].统计与决策,2007(6):114-116.
[18] Chang J, Lusk J. How Closely Do Hypothetical Surveys and Laboratory Experiments Predict Field Behavior?[J].American Journal of Agricultural Economics,2009,91(2):518-534.
[19] Buzby Jean C, Jerry R Skees, Richard C Ready. Using Contingent Valuation to Value Food Safety:a Case Study of Grapefruit and Pesticide Residues[M]. Westview Press Boulder,1995:120.
[20] Boccaletti Stefano, Michael Nardella. Consumer Willingness to Pay for Pesticide-free Fresh Fruit and Vegetables in Italy[J].International Food and Agribusiness Management Review,2000,3(3):297-310.
[21]迈里克·弗里曼.环境与资源价值评估——理论与方法[M].北京:中国人民大学出版社,2002:204-206.
[22]王志刚,杨胤轩,彭佳.消费者安全液态奶支付意愿及其影响因素——基于北京、天津、石家庄市676份调查问卷[J].湖南农业大学学报:社会科学版,2014,15(1):7-13,66.
[23]周应恒,彭晓佳.江苏省城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006(3):1319-1342.
[24] Loureiro M, McCluskey J. Are Stated preferences good predictors of market behavior?[J]. Land Economics,2003,79(1):44.
[25]崔春晓,王凯,王学真.消费者对可追溯猪肉支付意愿的影响因素研究[J].统计与决策,2016(12):98-101.
[26]郭世娟,李华.消费者对可追溯鸡蛋的支付意愿及影响因素分析——基于北京市396位消费者的调查[J].中国家禽,2017,39(12):73-76.
[27]应瑞瑶,侯博,陈秀娟,等.消费者对可追溯食品信息属性的支付意愿分析:猪肉的案例[J].中国农村经济,2016(11):44-56.
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