政府信任对消费者行为的影响研究

深入研究不同因素特别是政府信任对消费者转基因食品接受程度的影响对我国农业转基因技术的发展具有重要意义。本文利用对我国11个城市两次较大规模的住户调查数据,分析了我国城市消费者对不同转基因食品的接受程度,并通过计量经济模型定量研究了消费者对政府公共管理能力的信任程度等因素对消费者接受程度的影响。研究结果表明,消费者对政府公共管理能力的信任程度显著影响消费者对转基因食品的接受程度。另外,消费者对政府管理能力的信任程度有显著的内生性,忽略该变量的内生性会明显低估政府信任对消费者接受程度的影响。虽然国内外一些学者曾提出政府信任可能对消费者转基因食品接受程度产生影响,本文首次通过定量研究证实了该观点,并解决了研究中消费者对政府公共管理能力信任程度的内生性问题。

Consumers' Trust in Government and its Impact on Their Acceptance toward Genetically Modified Food

Understanding the determinants of consumers' acceptance towards genetically modified food(GMF)is critically important for the biotechnology industry.Based on a unique data set collected by the authors in 2002 and 2003 in 11 cities of China,an econometric model of consumers' acceptance of GMF is estimated.The results show that consumers' acceptance of GMF is high in urban China and consumers' trust in government has a significantly positive effect on consumers' acceptance of GMF.Our study also shows that failure to consider the endogeneity of consumers' trust in government will lead to serious underestimation of its impacts on consumers' acceptance of GMF.This is,to the best of our knowledge,the first study on the impact of consumers' trust in government with consideration of the endogenous problems that often are encountered in consumer perception studies.