消费者偏好和愿意支付中国大米属性:选择实验结果
Pingping Fang1, Zhou Zhou1, Hua Wang2
1Institute of Agricultural Science and Technology Information, Shanghai Academy of Agricultural Sciences, Shanghai 201403, China.
Foods (Basel, Switzerland)
|September 14, 2024
概括
上海的城市消费者优先考虑大米的味道和营养,而不是品牌. 食品安全标签,特别是与品牌相结合的绿色认证,显著影响购买决策,指导生产商和零售商.
科学领域:
- 农业经济学 农业经济学
- 消费者行为 消费者行为
- 食品科学 食品科学 食品科学
背景情况:
- 了解城市消费者偏好对于大米行业至关重要.
- 不断变化的市场需求需要对大米属性估值的洞察.
研究的目的:
- 分析消费者偏好和支付意愿 (WTP) 关键大米属性.
- 使用隐性类 (LC) 建模检查消费者偏好中的异质性.
- 为大米供应链提供政策建议.
主要方法:
- 采用选择实验 (CE) 方法与上海的629名大米消费者.
- 使用混合logit (ML) 和潜伏类 (LC) 模型进行偏好分析.
- 对食品安全标签,品牌,营养和味道质量进行量化的WTP.
主要成果:
- 味道质量是最受欢迎的属性,其次是营养质量,食品安全标签和品牌.
- 优质品味,有机和绿色认证标签的溢价率超过了100%.
- 绿色认证与品牌相结合,显著增强了偏好,与有机认证不同.
结论:
- 消费者对大米属性的偏好受到味道,营养,安全性和品牌的影响.
- 认证标签,特别是绿色,在消费者选择中发挥着重要作用.
- 外部环境和个人因素影响米的属性偏好,告知行业战略.
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