消费者态度、支付意愿和对不同鸡蛋生产属性的偏好:对加拿大鸡蛋消费者的分析

E. Goddard, P. Boxall, John Paul Emunu, Curtis D. Boyd, Andre M. Asselin, Amanda Neall
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引用次数: 35

摘要

在过去的几十年里,加拿大蛋业推出了许多特色鸡蛋,包括Omega-3、有机、自由放养、维生素增强和素食。这些鸡蛋的售价通常高于“普通”鸡蛋,很少有人分析消费者对购买这些鸡蛋的认识和兴趣。之前对加拿大鸡蛋市场的所有计量经济学分析都假设鸡蛋和消费者是同质的。本研究利用陈述偏好和显示偏好数据来模拟消费者对不同类型鸡蛋的兴趣。声明偏好调查是在两个独立的年份进行的:2005年,调查消费者对Omega-3和维生素增强鸡蛋的兴趣,而不是“正常”鸡蛋,白色大鸡蛋,A级鸡蛋;2006年,调查消费者对有机鸡蛋,自由鸡蛋和素食鸡蛋的兴趣,而不是棕色A级鸡蛋。还对消费者的健康行为、健康意识进行了评估,并在2006年对他们对动物福利、新奇食品和环境问题的态度进行了评估。这一阶段的研究结果表明,在艾伯塔省的消费者样本中,对特色鸡蛋的兴趣不大,一般来说,鸡蛋与其他健康行为有关,有健康意识的消费者愿意为所有类型的特色鸡蛋支付更多的钱,老年消费者和有家庭的消费者对价格明显更敏感,因此,他们购买特色鸡蛋的能力受到限制。此外,关心动物福利的消费者会花更多的钱购买自由鸡蛋,年龄较大的消费者对具有健康属性的鸡蛋越来越感兴趣。揭示的偏好分析的实际购买行为进行了一个C尼尔森家居©面板数据集超过三年的时间。对艾伯塔省和安大略省经常购买鸡蛋的人进行了单独的分析,各省之间存在一些显著差异。在艾伯塔省,没有人愿意花更多的钱购买特色鸡蛋,而不是普通鸡蛋,无论采用哪种建模技术。在安大略,这种评估就不那么清楚了。在三年的时间里,家庭购买每种鸡蛋的频率模型表明,消费者愿意为特色鸡蛋支付比“普通”鸡蛋更多的钱,而有机鸡蛋是他们最愿意支付的。与此同时,安大略省的选择模型(一个以鸡蛋类型为因变量的跨时间实际购买模型)表明,消费者愿意为“普通”鸡蛋支付最多的钱,其次是自由鸡蛋和有机鸡蛋。总的来说,当我们更仔细地观察特色鸡蛋的相对排名时,在所有变量的平均值上,有机鸡蛋是所有家庭最愿意购买的鸡蛋。在频率模型中,艾伯塔省消费者愿意为有机鸡蛋支付的价格与普通鸡蛋最接近,安大略省消费者愿意为普通鸡蛋支付1.72美元。选择模型也表现出类似的模式。自由鸡蛋在安大略省也很受欢迎,但不如有机鸡蛋受欢迎。这项研究的一个发现是,人们可能对不同种类的鸡蛋的相对营养价值或农业生产的其他人类健康方面存在一些误解。购买有机鸡蛋和购买Omega-3鸡蛋一样,健康似乎都是一个问题。对消费者购买有机食品的原因进行进一步的具体研究,将使该行业能够开发出更好的营销工具。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Attitudes, Willingness to Pay and Revealed Preferences for Different Egg Production Attributes: Analysis of Canadian Egg Consumers
The Canadian egg industry has introduced a number of specialty eggs, including Omega-3, organic, free run/range, vitamin enhanced and vegetarian over the past few decades. These eggs are generally sold at prices higher than the ‘normal’ egg and there has been little analysis of the consumer awareness of and interest in purchasing these eggs. All previous econometric analysis of the Canadian egg market has assumed eggs and consumers are homogeneous. This study makes use of Stated preference and Revealed preference data to model the consumer interest in the different egg types. Stated preference surveys were conducted in two separate years: 2005 during which consumers were surveyed on their interest in Omega-3 and Vitamin Enhanced eggs relative to ‘normal’ eggs, white large, Grade A eggs, and 2006 during which consumers were surveyed on their interest in organic, freerun and vegetarian eggs relative to brown Grade-A eggs. Consumers were also assessed on their health behaviour, health consciousness, and in 2006 on their attitudes towards animal welfare, novelty foods, and environmental concerns. Results from this phase of the research suggested that among the sample of Alberta consumers, there is only modest interest in the specialty eggs, eggs, in general, are associated with other healthy behaviours, health conscious consumers are willing to pay more for specialty eggs, of all types, older consumers and consumers with families are significantly more price sensitive and hence, have constraints on their ability to purchase specialty eggs. As well, consumers with concerns about animal welfare will pay more for free run eggs, there is an increased interest in eggs with identified health attributes among older consumers. Revealed preference analysis of actual purchase behaviour was conducted on an A C Nielsen Homescan© panel data set over a three year period. Separate analyses were conducted for Alberta and Ontario frequent egg purchasers, with some significant differences across provinces. In Alberta no one is willing to pay more for specialty eggs than for normal eggs, with either modeling technique applied. In Ontario this assessment is less clear, the frequency model of how often across a three year period households purchased each type of egg, would suggest that consumers are willing to pay more for specialty eggs than for ‘normal’ eggs, with organic the egg that they are willing to pay the most for. At the same time the choice model for Ontario, a model of actual purchases across time with the type of egg as the dependent variable, suggests that consumers are willing to pay the most for ‘normal’ eggs with Free run and Organic close behind. Overall, as we look more closely at the relative ranking of specialty eggs, at the mean of all variables, organic eggs are the ones all households are willing to pay the most for. In the frequency model Alberta consumers’s willingness to pay for organic eggs is closest to the normal egg and Ontario consumers would pay $1.72 relative to normal eggs. The choice model exhibits similar patterns. Free run eggs are also popular in Ontario, but less so than organic. One of the findings of the study is that there may be some misunderstanding of the relative nutritional benefits of the different types of eggs or other human health aspects of agricultural production. Health seems to be an issue in the purchase of organic eggs as much as it does in the purchase of Omega-3 eggs. Further specific research on the reasons why consumers purchase organic would allow the industry to develop better marketing tools.
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