生态大米属性信息对消费者支付意愿影响研究——基于选择实验方法

生态大米作为更环保、更健康的主食,却在市场上遇到了销售难问题。消费者是否愿意购买生态大米,愿意为生态大米的哪些属性支付更高的价格,这些都是生态农产品营销者面临的实际问题。在对一个中等收入城市调查的基础上,利用选择实验方法测算消费者对生态大米组织、品牌、生产技术、体验等几个属性的支付意愿。结果发现,消费者对品牌支付意愿最高,其次是体验与质量,最后是组织属性。建立品牌是生态大米营销必须完成的第一个任务,再配合质量宣传与实际体验,才可以真正建立消费者信任,进而解决生态大米的销售问题。

Impact of Attributes of Eco-rice on Consumers' Purchase Willingness: Based on Choice Experiment Method

Eco-rice is a more environmentally friendly and healthier staple food, but does not sell well in the market. Whether consumers are willing to buy it and which attributes of it attract consumers to pay more to buy it, are all practical issues faced by the marketers of ecological agricultural products. Based on a survey made in a middle-income city, this paper measures, through the choice experiment method, consumers'' willingness of buying the rice for its attributes such as producing company, rice brand, producing technology, actual experience and so on. The result shows that consumers rely more on the rice brand, followed by the actual experience, rice quality and producing company. Therefore, building brand is the first task that eco-rice marketing should complete, followed by making quality publicity and providing actual experience, so as to really win consumers'' trust and solve the sales problem of the rice.