恐惧与信任:禽流感的风险感知如何影响中国消费者对肉的需求?
Li Zhou1, Calum G Turvey2, Wuyang Hu3
1Nanjing Agricultural University, College of Economics and Management, 210095 Nanjing, Jiangsu, China.
概括
中国的H7N9禽流感疫情显著降低了肉消费和愿意为安全的肉支付 (WTP) 的意愿. 消费者恐惧和不信任,特别是对政府的不信任,加剧了对家禽市场的负面影响.
科学领域:
- 农业经济学 农业经济学
- 公共卫生 公共卫生
- 消费者行为分析 消费者行为分析
背景情况:
- 禽流感H7N9疫情在中国造成了严重的公共卫生问题.
- 了解这种疫情对食品需求的经济和行为影响,对于市场稳定和消费者信心至关重要.
研究的目的:
- 量化H7N9禽流感对中国需求和消费者支付意愿 (WTP) 的影响.
- 分析风险感知,恐惧,信任和实际消费变化与安全的WTP之间的关系.
主要方法:
- 2012年和2013年对同一个群体的中国城市消费者进行了纵向调查.
- 收集的数据包括风险感知,恐惧,信任水平,食模式以及安全的WTP.
主要成果:
- 在2013年H7N9疫情爆发后,肉消费量并没有增加.
- 从2012年开始,安全肉的WTP并没有与通用消费风险相比持续增加.
- 对H7N9传播的恐惧和不信任 (尤其是政府) 显著扩大了消费和WTP之间的差距.
结论:
- H7N9疫情对中国的肉需求和消费者WTP产生了持续的负面影响.
- 消费者心理,包括恐惧和不信任,在减轻或加剧禽流感疫情对经济的影响方面发挥着关键作用.
- 仅仅提到H7N9比特定的风险沟通策略更具破坏性.
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