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

为切实保障蔬菜的质量安全,蔬菜领域正逐步推广可追溯体系.通过对消费者购买蔬菜行为的实地调研,探索消费者购买蔬菜一般性习惯的同时,运用Logistic回归模型,重点考察影响消费者对蔬菜可追溯标签认知及支付意愿的重要因素.研究结果表明,消费者普遍关注蔬菜的质量安全,对蔬菜的质量安全信息有较大需求,但对蔬菜可追溯标签的认知度较低,加之性别、年龄、家庭规模等因素的影响,消费者对加贴可追溯标签蔬菜的支付意愿呈现出差异性,男性消费者比女性消费者对加贴可追溯标签蔬菜的支付意愿更强烈,消费者年龄越大,支付意愿越强烈.

Beijing consumers' perception and willingness-to-payfor traceable labels on vegetables

A constant stream of high-profile scandals relating to food safety were revealed these years in China.Food quality and safety have caused consumers'' increasingly strong concerns.To safeguard vegetables'' safety and quality,traceability systems have been built for the vegetables trade.Utilizing a survey method in Beijing,we investigated consumers'' perception and willingness to pay for traceable vegetables(vegetables carrying traceability labels).A binary logistic regression model was used to identify the main factors influencing perceptions and purchasing desires.Consumers were generally concerned about vegetable safety issues and the information about vegetable quality and safety were highly demanded,however the awareness level with regard to vegetable traceability labels was low.Consumers'' willingness to pay traceable vegetable was driven diversely by their gender,age,size of family and other factors.