Position: Home > Articles > Impact of Attribute Evaluation and Label Trust on Consumers' Willing to Pay:A Case Study of Organic Rice
Food and Nutrition in China
2016,22
(02)
41-45
属性评价和标签信任对消费者支付意愿的影响——以有机大米为例
作 者：
郑明赋
单 位：
中国人民大学农业与农村发展学院
关键词：
属性评价;标签信任;有机大米;支付意愿;双边界二分法
摘 要：
从企业的需求出发,构建了消费者对有机食品支付意愿的理论模型,考察属性评价、标签信任对有机食品支付意愿的影响机制。采用北京市744个消费者调查数据,采取双边界二分式CVM研究消费者有机大米支付意愿。结果表明:消费者愿意为有机大米支付金额受消费者对有机大米在食品安全和环境保护属性上的评价与消费者对有机标签信任水平正向的影响,消费者对有机大米支付意愿的均值为21.2元/kg,95%置信区间为18.64~25.18元/kg。有机大米企业可在营销宣传时强化食品安全属性和环境保护属性,并采取相应的附加措施提升消费者对有机标签的信任水平,获取更大的溢价空间。
译 名：
Impact of Attribute Evaluation and Label Trust on Consumers' Willing to Pay:A Case Study of Organic Rice
作 者：
ZHENG Ming-fu;School of Agricultural Economics and Rural Development,Renmin University of China;
关键词：
attribute evaluation;;label trust;;organic rice;;willingness to pay(WTP);;double-bounded dichotomous-choice
摘 要：
From the concern of enterprises,the theoretical model of willingness to pay for organic food was constructed to examine the impact of attribute evaluation and label trust on the WTP for organic food using 744 consumer survey data in Beijing city and double-bounded dichotomous-choice CVM format. Results showed that willing to pay for organic rice were positive influenced by evaluation in food safety and environmental protection of food attribute and trust on organic label. The mean of WTP for organic rice was 21. 2 RMB / kg and the 95% confidence interval was 18. 64 ~ 25. 18 RMB / kg. Organic rice enterprises should focus on food safety and environmental protection attribute in marketing and take appropriate additional measures to enhance the level of consumer trust on the organic label to obtain greater premiums.
相似文章
-
基于BP神经网络的城市蓝绿开放空间社会介质属性评价 [徐海顺, 钱宸, 秦雪] 南京林业大学学报(自然科学版) 2024,48 (6) 193-200
