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中国农学通报

中国农学通报 ›› 2014, Vol. 30 ›› Issue (26): 291-296.doi: 10.11924/j.issn.1000-6850.2013-3092

所属专题： 园艺

• 农业科技信息 • 上一篇    下一篇

消费者对可追溯蔬菜的态度以及支付意愿——以上海市为例

林勇 平瑛 李玉峰   

  • 收稿日期:2013-11-25 修回日期:2013-12-16 出版日期:2014-09-15 发布日期:2014-09-15
  • 基金资助:
    上海社哲课题“食品安全事件影响下的消费者购买意向(PI)与规避行为(AB)研究：基于恐惧管理的视角”(2012EGL003)；上海市教委重点学科食品经济管理(J50703)。

Consumers’Attitude and Willingness to Pay for the Traceability of Vegetables——Taking Shanghai as An Example

  • Received:2013-11-25 Revised:2013-12-16 Online:2014-09-15 Published:2014-09-15

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摘要： 随着经济的发展，人们越来越重视农产品的安全，上海也在切实的推广蔬菜可追溯体系。通过对于上海市消费者的实际调查，运用Logistic回归模型，研究影响蔬菜可追溯标签的态度以及支付意愿。研究表明，消费者对于蔬菜质量的关注度很高，但对可追溯蔬菜的认知程度较低；在支付意愿方面，多数受访者表示愿意为可追溯农产品多支付费用，但支付意愿较低，消费者的支付意愿受到性别、年龄、家庭人口数、对于可追溯标签信任度以及支付强度等因素影响。

关键词: 模型, 模型

Abstract: With the development of economy, people pay more and more attention to the safety of agricultural products, Shanghai also popularized in real vegetable traceability system. Through the actual survey of consumers in Shanghai, by using Logistic regression model to analyze the influence of vegetables the traceability label attitude and willingness to pay. Studies had shown that the attention of consumers for vegetable quality was very high, but the cognition of the traceability of vegetables was very low. In terms of willingness to pay, most respondents said they were willing to pay more for the traceability of agricultural products, but the willingness to pay was low, consumers' willingness to pay was driven by gender, age, family population, for the traceability label trust and pay strength and other factors.