营养认知、产品信任与营养型食品的支付意愿

“健康中国”新时代背景下营养型食品发展前景广阔,当前研究中一个亟待回答的问题是营养型食品的优良特性能否以及如何转化为目标消费者的购买意愿。本文以富叶酸玉米为例,基于对302位育龄妇女展开的BDM拍卖实验数据,采用分位数回归模型研究营养认知、产品信任对营养型食品支付意愿的影响机制进行研究。结果表明:第一,育龄妇女对富叶酸玉米的支付意愿均值为6.34元/根,营养属性对玉米的价值提升具有显著作用。第二,对于育龄妇女群体,营养认知和产品信任均对其支付意愿有显著正向影响。第三,实验结果表明支付意愿的形成存在“经验效应”与“信息效应”:中低支付意愿群体购买行为表现为“经验效应”,营养认知对支付意愿的影响易受到替代品效应调节,但高支付意愿群体更多表现为“信息效应”,营养认知的影响不存在替代效应。第四,产品信任对具有当前生育意愿的育龄妇女表现出一致的正向影响,对不具有当前生育意愿的育龄妇女呈现“U”型影响,即对高低两端支付意愿群体影响显著。

Nutrition cognition,product trust and willingness-to-pay for biofortified foods

Based on BDM experimental auctions among 302 childbearing-age women,this study measures the willingness-to-pay(WTP)of folate-biofortified maize,and uses quantile regression to investigate the impact of nutrition cognition and product trust on the WTP formation.The results are as follows.First,with the strong folate premium,the average WTP of folate-biofortified maize is 6.34 yuan per root,much higher than ordinary maize.Second,nutrition cognition and product trust both have positively significant impacts on consumer WTP.Third,as for the impact of effective folate cognition,there are two underlying mechanisms:childbearing-age women with low/median WTP present“experience effect”in which the role of nutrition cognition is mediated by substitute products,however those with high WTP present“information effect”in which substitution is inactive.Forth,as for the impact of product trust,its positive impact is found to be significant and consistently for all women with current birth demand.In contrast,its impact on the women without birth demand shows an interesting“U”shape,meaning product trust has positive impacts on low and high WTP consumers.