中国消费者对异形蔬菜的风险认知和支付意愿

Li Zhao, Jiajun Huang, Haiying Gu, Chengyan Yue, Uma Parasuram, David Ahlstrom
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引用次数: 1

摘要

粮食生产技术不断发展和进步,新兴的转基因技术正在为解决世界粮食问题做出重大贡献。然而,零星的食品安全事件和媒体的负面报道使中国消费者对食品和转基因技术的安全性仍然感到担忧,甚至不愿购买形状不寻常的蔬菜,因为他们认为这些蔬菜是转基因技术生产的。本文探讨了这种与转基因食品的负面联系。结果表明,当消费者看到一种形状异常的蔬菜时,他们认为这种蔬菜很可能是转基因的,从而增加了他们的感知风险。为了评估中介效应,我们采用了有序概率模型的因果步进方法。为了研究消费者对蔬菜属性的偏好,我们采用了选择实验、随机参数logit模型和潜在类别logit模型。除了价格之外,消费者最重视的是外观属性,其次是可追溯性属性,然后是安全认证属性。消费者偏好也存在异质性。消费者的年龄、婚姻状况和家庭规模等特征会影响他们的偏好。本文的研究结果表明,可追溯性标签和安全认证标签可以帮助解决食品安全中的信息不对称问题,并可以增加消费者的效用,提高他们对所购买食品安全的信任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumers’ risk perception and willingness to pay for abnormally shaped vegetables in China
Abstract Technology in food production is constantly evolving and advancing, and the emerging genetically modified (GM) technology is making a significant contribution to solving the world’s food problems. However, sporadic food safety incidents and negative media coverage have caused Chinese consumers to remain apprehensive about the safety of food and GM technology, even to the extent that they are reluctant to buy vegetables in unusual shapes because they believe the vegetables are produced by GM technology. This paper examines this negative association with GM food. The results show that when seeing an abnormally shaped vegetable, consumers perceive that the vegetable is likely to be genetically modified, thus increasing their perceived risk. In order to estimate the mediation effect, we adopted the causal step approach using an ordered probit model. To investigate consumers’ preferences for attributes of vegetables, we employed a choice experiment, stochastic parametric logit models and latent class logit models. Apart from price, consumers place the highest importance on appearance attributes, followed by traceability attributes, and then safety certification attributes. There is also heterogeneity in consumer preferences. Consumers’ characteristics such as age, marital status and family size influence their preferences. The findings of this paper suggest that traceability labelling and safety certification labelling can be useful in addressing information asymmetry in food safety and can increase consumer utility and improve their trust in the safety of the food they buy.
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