| 18 | 0 | 29 |
| 下载次数 | 被引频次 | 阅读次数 |
本研究利用选择实验法，以纯牛奶作为研究载体，借助配对样本t检测和混合logit模型聚焦于食品认证标签产品的消费者偏好与溢价支付意愿研究。结果显示:(1)消费者对商品健康属性的关注度更高;(2)消费者偏好存在显著异质性，小众品牌标签更受消费者欢迎，女性消费者对贴有认证标签的牛奶有更高的支付意愿，且价格敏感性更强;(3)有机标签对消费者支付意愿的促进作用最强，其次是绿色标签和碳标签;(4)有机标签与碳标签交互效应显著，可以降低消费者的价格敏感度。
Abstract：This study investigates consumers' preferences and willingness to pay a premium for certified food labels,using pure milk as a case study.Employing the choice experiment method,we analyzed the data using paired-sample t-tests and the mixed logit model.Key findings reveal:(1) Consumers prioritize the health attributes of products;(2) Significant heterogeneity exists in consumer preferences;niche brand labels are favored,and female consumers exhibit higher willingness to pay for certified labels while being more pricesensitive;(3) Among the labels studied,the organic label exerts the strongest positive effect on willingness to pay,followed by the green label and the carbon label;(4) A significant interaction effect exists between the organic and carbon labels,which mitigates consumers' price sensitivity.
[1]帅传敏，张钰坤．中国消费者低碳产品支付意愿的差异分析:基于碳标签的情景实验数据[J]．中国软科学，2013(7):61-70.
[2]关善荃，孙丽丽，郑秋锦．碳标签对消费者木本粮油购买意愿的影响:以山茶油为例[J]．林业经济问题，2025(3):252-262.
[3]Migliore G,Rizzo G,Bonanno A,et al. Functional food characteristics in organic food products:the perspectives of Italian consumers on organic eggs enriched with omega-3polyunsaturated fatty acids[J]. Organic Agriculture,2022(2):149-161.
[4]Grümm M,Luck N,Steinbuber F. Consumers’willingness to pay for organic rice:insights from a non-hypothetical experiment in Indonesia[J]. Australian Journal of Agricultural and Resource Economics,2023(1):83-103.
[5]蒋玉，于海龙，丁玉莲，等．电子商务对绿色农产品消费溢价的影响分析:基于产品展示机制和声誉激励机制[J]．中国农村经济，2021(10):44-63.
[6]李琳，李晶，梁骁，等．消费者对全谷物的属性偏好及支付意愿研究:以黑米为例[J]．华中农业大学学报，2025(3):164-175.
[7]徐晓鹏，刘影．消费者感知视角下绿色农产品购买意愿的形成机理:基于理性行为理论拓展模型[J]．中国农业大学学报，2024(1):214-227.
[8]韩德超，李丽佳．消费者购买意愿、品牌效应对有机农产品零售企业绩效的影响[J]．商业经济研究，2023(19):65-72.
[9]Zhao R,Geng Y,Liu Y,et al. Consumers’perception,purchase intention, and willingness to pay for carbonlabeled products:a case study of Chengdu in China[J].Journal of Cleaner Production,2018,171:1664-1671.
[10]Liu Z,Chen Y,Song X. E-commerce live broadcasting effect on clothing consumers purchasing intention[C]//Korea Association of Tech Textile Industry(KATTI),Pusan National University,Textile Bioengineering and Informatics Society,The University of Manchester. Textile Bioengineering and Informatics Symposium Proceedings(TBIS 2024).School of Art and Design,Beijing Institute of Fashion Technology; 2024:90-97.
[11]Zhang Y.Study on text design based on multimedia[C]//重庆沛普文化交流服务有限公司．proceedings of the 3nd International Conference on Green Communications and Networks(GCN 2013). Lou Di Vocational&Technical College,2013:561-567.
[12]李永诚，宁昌会．你“晒单”何以影响我购物?:产品呈现效应及作用机制研究[J]．财经论丛，2021(8):91-101.
[13]张晋科，韩纪琴．基于选择试验法的有机食品信任偏好调查:以有机牛奶为例[J]．江苏农业科学，2016(5):583-587.
[14]刘瑞峰，王剑，梁飞，等．绿色食品认证对猕猴桃种植的环境效益和经济效益影响:基于倾向得分匹配的实证分析[J]．农业经济与管理，2021(3):39-49.
[15]于法稳，黄鑫，王广梁．畜牧业高质量发展:理论阐释与实现路径[J]．中国农村经济，2021(4):85-99.
[16]熊开容，刘超．低碳营销传播创新:理念、策略与方法[J]．新闻与传播评论，2018(2):42-51.
基本信息:
DOI：10.13396/j.cnki.jsict.2026.04.002
中图分类号:F426.82;F713.55;F203
引用信息:
[1]薛建春,郭锐.食品认证标签的消费者偏好及溢价支付意愿研究——基于牛奶选择实验的证据[J].山东商业职业技术学院学报,2026,26(04):21-27.DOI:10.13396/j.cnki.jsict.2026.04.002.
基金信息:
2020年度国家自然科学基金“低碳约束下黄河流域城市土地利用效率研究:测度、驱动机理与提升路径”(42061051); 2024年度内蒙古哲学社会科学基金“新质生产力协同黄河流域城市韧性的机理与共生路径研究”(2024NDB204); 2026年度内蒙古自然科学基金“工业新质生产力赋能黄河流域生态系统健康机理、效应与实现路径研究”(2026MS0588)
2026-08-15
2026-08-15