生产者对农产品标识的认知及采纳意愿研究———以广东省合作社为例

农产品市场中的信息不对称既给消费者制定合理消费决策带来了障碍,也给监管部门溯源责任主体造成了困难,为保障农产品安全,广东省实施了农产品标识市场准入制度.通过对广东省合作社的实地调研,运用二元Logistic回归,重点研究了合作社对食用农产品标识的认知以及影响其采纳意愿的主要因素.结果表明,合作社对食用农产品标识认知不充分,采纳意愿较低.另外,合作社成立时间、规模、成本、政府扶持和认知等是影响生产者采纳意愿的主要因素.

Research on producers' perception and willing-to-accept of agrofood label in Guangdong cooperatives

Information asymmetry in agrofood market builds barriers for consumers in making rational comsumption decision, and also brings difficulties for the government to trace the subject of liabilities. To ensure the safety of agrofood,the labeling of agrofood market access system was implemented in Guangdong province. Through the field investigation inthe agricultural cooperatives of Guangdong province, this paper mainly studied the cooperatives'' perception of agrofoodlabel and influential factors of their willing-to-accept (WTA) by using the binary Logistic regression. The results showedthat WTA was low due to the less understanding of agrofood label. In addition, founding time, scale, cost, policy supportand the perception were the main factors influencing the cooperatives'' WTA.