大城市消费者安全液态奶的支付意愿及影响因素研究——以北京、天津和石家庄的情况为例

本文运用北京、天津和石家庄三市的调查数据,选取液态奶(220ml)为研究对象,利用假设价值评估法研究了消费者安全液态奶的支付意愿及其影响因素。研究发现:消费者安全液态奶的平均支付意愿为每袋多支付0.15元,消费者可以接受的价格涨幅为10%,其消费信心较低。为了提升消费信心,改善食品安全状况,政府应加强监管,定期公布食品检验报告,增加透明度;同时应建立第三方检测体系,并加强行业自律。     

认知对消费者安全乳品支付意愿的影响分析——以有机液态奶为例

针对当前高品质乳品不断进入市场,而消费者对该类商品缺乏基本认知的问题,本文以高品质有机液态奶为例,通过实地调研数据分析了消费者的认知对高品质有机液态奶支付意愿的影响。研究表明,消费者对有机液态奶的认知显著影响其支付意愿。在其他因素不变的前提下,被告知有机液态奶相关信息的消费者愿意购买有机液态奶的概率,比没有被告知相关信息的消费者高出11个百分点,即随着消费者对高品质液态奶认知水平的提高,其购买高品质乳品的概率也随之上升。     

基于因子分析的消费者可追溯食品购买行为实证研究——以南京市为例

论文以南京市为例,通过对消费者的可追溯食品购买行为进行实地调查,考察了消费者对可追溯性食品的认知水平和购买意愿,并利用因子分析法和二元Logistic回归模型分析了影响消费者购买意愿的主要因素。结果表明,消费者虽然普遍关注食品安全问题,但对可追溯性食品的认知程度较低;消费者对公共政策和公共媒介的不信任阻碍了食品可追溯体系的快速推广和发展;消费者对可追溯性食品的购买意愿主要受消费者收入水平、食品安全问题规制程度、可追溯食品安全性和重要性以及食品安全信息可信度的影响。消费者对可追溯食品的支付意愿不高,仅愿意额外支付普通食品价格的9%-12%。     

食品安全:风险感知和消费者行为——基于江苏省消费者的调查分析

举国震惊的三聚氰胺污染婴幼儿奶粉的重大安全事故,再次警示中国食品存在安全隐患.在此背景下,本文以江苏城镇居民为研究对象,就消费者对食品安全问题的认知和信息需求与使用行为展开了调查.结果表明,消费者普遍意识到存在食品安全问题,因而需要更完整准确的食品质量安全信息,甚至是食品生产全过程的信息,以满足购买安全食品的需求,并且在选择食品时通过关注质量认证标识、价格和品牌,来规避食品安全风险.     

消费者对可追溯食品购买意愿的实证分析——基于消费者购买决策过程模型的分析

本文基于大连和哈尔滨市实地调查的700份消费者问卷,选用二元Logit模型分析消费者对可追溯食品购买意愿的影响因素。结果表明,消费者对可追溯食品的认知水平偏低,但在信息强化之后,却对可追溯食品表现出较高的认可度和购买意愿,个人月平均收入、食品可追溯重要性评价和可追溯食品安全性评价等变量决定了消费者是否愿意为可追溯食品支付额外的价格,最后根据分析结论提出相关对策建议。     

消费者对质量认证果蔬高价支付意愿分析

分析现阶段消费者的果蔬购买行为,发现诸多消费者热衷于购买经过质量认证的高价果蔬,究其原因是这些果蔬品质优良、安全性高,进食后可确保自身健康,降低患病风险,所以文章针对消费者高价购买质量认证果蔬意愿的相关内容做出了深入的分析研究,总结了促使消费者这一意愿形成并产生支付行为的关键因素,提出了几方面有助于做好提升果蔬食品安全、让利消费者工作的建议,希望广大消费者在未来可以用适合的价格更多的购买通过质量认证的果蔬,满足消费者自身、果蔬生产商与销售商、食品监管部门工作的各项需要。     

QS认证与消费者食品安全信任关系的实证研究

食品安全是关系到消费者、食品企业和政府部门的一个重要问题。食品企业实行QS认证制度,有利于提高食品质量、保证消费者安全健康。本文采用结构方程模型,研究QS认证相关因素影响消费者信任的途径、消费者信任与购买意愿之间的关系,在研究结果基础上对构建基于QS认证的消费者食品安全信任提出相应的对策建议。     

消费者对畜产食品质量安全的意愿支付价格研究

本研究利用意愿调查评估法对北京市消费者进行调研。研究表明，尽管价格是影响消费者选择安全食品的主要因素之一。但消费者对安全因素的关注程度远远超过对价格因素的关注程度．消费者愿意为质量安全畜产食品支付更高的价格。目前无公害猪肉的价格对生产者来说还不足以形成生产激励，抑制了其生产和供给。     

新增食品厂商、监管规制与食品安全

基于不完全信息理论下责任制度分析框架,从规制者、原有食品厂商、新增食品厂商和消费者的四方博弈出发,逐步分解模型中多方博弈主体的行为、收益以及最优食品安全水平下的约束条件和均衡解。研究发现：政府在把握规制的度的情况下,食品厂商类别、规制次数对于政府客观公正的监管规制无影响。提高不同食品厂商的食品合格率是增加消费者满意度、支付意愿以及食品消费规模的关键举措。同时,保障政府监管和信息传递的有效性是四方博弈主体收益增加的前提。原有食品厂商和新增食品厂商之间在食品价格、食品质量以及消费者期望效用方面存在正相关关系。     

食品安全需求中消费者的行为忽视研究北大核心CSSCI

消费者在购买行为发生之前非常关注食品安全,但在购买行为发生的过程中却忽视食品安全,主观认知和客观行为矛盾的现象突出,这主要源于对厂商调整安全食品供给概率的行为反应近乎迟钝,从而导致行为忽视。研究结果表明:农村消费者的价格重视程度、畅销重视程度、冲动性消费程度和食品安全水平与行为忽视程度正相关;而卖家信誉、老人与小孩数、安全食品的可获得性、固定的买卖关系则可以降低行为忽视的程度,缩小消费者行为集合的忽视区域。首先,政府应筹措专项资金,加大对农村食品销售网点建设的支持力度,努力提高安全食品的可获得性;其次,食品厂商应充分发掘食品的文化内涵,提高消费者购买食品的涉入程度;再次,消费者应合理规划个人消费,减少随机的冲动性消费。     

Food Safety and Consumers' Willingness to Pay for Labelled Beef in Spain

Abstract

The objective of this paper is to assess the quality/safety value for beef consumers, measuring their willingness to pay a price premium for labelled beef. From a survey conducted among food shoppers within the household, consumers are segmented according to their safety perception of specific food products. For each segment, their willingness to pay for labelled beef is calculated. Finally, the main factors explaining such a decision are considered. The results indicate that food scares, the perception of a negative impact of agricultural production on the environment and health concerns are having a major impact on the food consumer purchasing decisions for beef. However, most consumers are not willing to pay a price premium for labelled beef.     

Does Taste Beat Food Safety? Evidence From the “Pêra Rocha” Case in Portugal

Nowadays, fresh fruits such as pears are differentiated by cultivars, origins, and appearances, as well as by companies' production and processing methods. We may now observe many denominations of origin, retailers,' and private labels in order to signal the differentiation to the consumers, who are often willing to pay large price premiums for products with specific attributes. In this article, we used an experimental auction to assess how information on quality attributes affects consumers' willingness to pay for different types of pears. The main results show that information on the products' characteristics related to food safety instantly influences consumers' willingness to pay. However, it appears that in the end, sensory intrinsic attributes related to taste beat the guarantee of food safety in driving the buying behaviour.     

Willingness to pay for organic products: Differences between virtue and vice foods

Faced with growing environmental problems, food safety issues, and increasing obesity rates, many consumers desire healthier, less processed natural foods that are less harmful to the environment. Yet organic foods only partially benefit from this market environment, and their market share remains quite low despite high growth rates. The usual explanation for this discrepancy is that consumers are not willing to pay the price premium prompted by an organic claim. In this paper, we explore the reasons behind consumers' (un)willingness to pay for organic food and investigate whether it differs between virtue and vice food categories. The results indicate that in vice food categories, organic claims are associated with lower quality, which seems to be only partly compensated by higher prosocial benefits. The lower-quality perceptions translate into a decreased consumer willingness to pay (WTP). We supplement the empirical results with data on organic purchases in the Dutch food market. These data show that market shares of organic food are indeed lower for vice categories of organic food.     

Winning ugly: Profit maximizing marketing strategies for ugly foods

Ugly foods meet nutritional and safety benchmarks but deviate from cosmetic and size standards. The marketability of ugly food is a major factor that frustrates field-level food rescue efforts. We investigate opportunities to promote ugly foods in a way that converts uniform negative preferences towards ugly food to more diverse and horizontally differentiated preferences where some consumers prefer ugly food to standard offerings and pay a premium. We conduct an online discrete choice experiment and find a portfolio of marketing strategies that significantly enhance respondent willingness to pay for ugly carrots. Dual messages that simultaneously (1) link the purchase of ugly food to reductions in food waste and (2) suggest ugly food is natural and authentic significantly improve willingness to pay. We also find respondents tolerate some level of mixing of ugly with standard carrots. We find the most profitable strategy is to form bunches that include 40% ugly and 60% standard carrots and to sell the bunches with green leaves attached at farmers markets where consumers receive dual marketing messages. Profit simulations confirm that, in the absence of such marketing strategies, farmers rationally create waste by discontinuing harvest when the percentage of remaining carrots that are ugly is high.     

Price Acceptance for Organic Milk in Beijing,China

This study examines Chinese consumers’ acceptance and price willingness to pay for organic fluid milk. We used questionnaire data gathered in 2014 to analyze the impact of price and milk knowledge, as well as consumer age, gender, education and income on organic milk choice. The results indicate that: 1) young females with a strong educational background have shown the strongest consumption desire for organic milk; 2) those who shop for the family tend to support organic milk and are willing to pay more for the milk; 3) shoppers with more disposable income are willing to pay a premium price for organic milk.     

Effect of Normative and Affective Aspects on Willingness to Pay for Domestic Food Products—A Multiple Price List Experiment

There is limited knowledge about which factors underlie consumers’ preferences for domestic food products. We used a non-hypothetical multiple-price list experiment to investigate the effect of affective (product-related emotions) and normative (consumer ethnocentrism and subjective norms) factors on consumer willingness to pay for domestic food products. A total of 166 Croatian consumers were given a choice between domestic and foreign food products with different price premiums for domestic food. The results indicate that consumers are willing to pay a premium for both low- and high-involvement domestic food products. Consumer willingness to pay for domestic products is influenced by ethnocentrism, product-related emotions, and sociodemographic variables, but not by social norms.     

Modelling the antecedents of consumers' willingness to pay for eco-labelled food products

The purpose of this paper is to model the antecedents of consumers' willingness to pay for eco-labelled food products. This research utilizes the Theory of Planned Behaviour to model the impact of consumers' awareness of eco-labels, environmental concerns, beliefs in the environmental ability of eco-labels, and presence of children on their willingness to pay for eco-labelled food products. This study uses structural equational modelling and PROCESS macros, to test the moderated mediation model on a sample of 333 online responses. Findings suggest the impact of consumers' environmental concerns and eco-label awareness on their willingness to pay for eco-labelled food products is partially mediated by consumers' belief in the environmental ability of these eco-labels. The relationship is further moderated by the presence of children living in the household. This study establishes the value of consumers' beliefs in the environmental ability of eco-labels and implies that communication strategies need to be carefully refined to provide consumers with more information about eco-labels and to emphasize the environmental ability of eco-labels utilized within the food industry as this can have an impact on their willingness to pay for these products, especially for consumers, who have children in the same household.     

Analyzing Price Premiums for Foods in Japan: Measuring Consumers' Willingness to Pay for Quality-Related Attributes

This study attempts to elucidate the characteristics of price premiums for food products from the consumers' viewpoint. After conducting a survey, consumers' willingness to pay (WTP) for 13 important food elements is analyzed for 10 food categories. The main findings were first, the categories that can easiest achieve a price premium are fruit and vegetables and meat and fish with the hardest being snacks and sweets and frozen foods. Second, the food element most related to price premiums is safety while the least related is convenience. Finally, an appropriate level for price premiums for food products is generally about 20%.     

Tradeoffs between sensory attributes and organic labels: the case of orange juice

Researchers have investigated the role of sensory attributes and organic labels on consumers’ preferences and perceptions of food, but few has examined whether sensory attributes are relevant for consumers who prefer organic food and the extent to which sensory attributes influence consumer's marginal willingness to pay for organic food. The objective of this study is to determine how sensory attributes and organic label work together to influence consumer's stated preference and marginal willingness to pay for orange juice. To achieve this, we conducted a blind sensory evaluation of two orange juices followed by a discrete choice experiment to determine the extent to which consumer's stated preference for orange juice labelled as organic is affected by sensory experience preceding the choice experiment. Random parameter logit models and latent class conditional logit models are used to explain stated preference. Results indicate that the effect of sensory attributes on consumer's marginal willingness to pay differed by organic juice and conventional juice.