【摘要】 基于上海市12个城区532份消费者问卷调查数据,选用假想价值评估法设计问卷,实证分析上海城镇居民消费者对地产绿叶菜的支付意愿及其影响因素,重点关注价格对消费者地产绿叶菜购买意愿的影响。研究发现,投标价格、蔬菜放心程度、地产蔬菜信任程度、购买成员、性别等变量显著影响消费者对地产蔬菜的支付意愿。具体而言,投标价格是影响支付意愿的主要因素,随着价格的增加消费者的支付意愿下降;消费者对蔬菜的放心程度越低,越倾向于购买地产绿叶菜,说明消费者对上海市地产绿叶菜质量安全总体信任度较高;消费者对地产蔬菜信任度越高,其额外支付意愿越高;男性消费者愿意为地产绿叶菜支付额外价格的可能性更大;相较于家庭中非主要购买成员,作为家庭中蔬菜主要购买成员的消费者愿意为地产蔬菜支付额外价格的可能性更大。计算得知,相比外地产绿叶菜,消费者愿意为地产绿叶菜额外支付2.12元/kg。根据结论提出加强食品质量安全监管提升蔬菜质量、稳控蔬菜价格、加强对消费者教育和宣传等措施。更多还原

【Abstract】 Based on the survey data of 532 consumers in 12 districts of Shanghai, using the hypothetical valuation method to design the questionnaire, this paper empirically analyzed the willingness and its influencing factors of Shanghai consumers to pay for leafy vegetables, with focus on the impact of price on consumers’ willingness to buy local leafy vegetables. It is found that the variables including price, degree of reassurance on vegetables, degree of trust on local vegetables, buyer, and gender affected the willingness of paying for local vegetables significantly. More specifically, price was the main factor affecting willingness to pay. As price increases, consumers’ willingness to pay would decline. The data also showed that the lower the consumer’s degree of reassurance on vegetables was, the more likely they were going to buy local leafy vegetables, which meant that consumers had higher overall trust on quality and safety of leafy vegetables produced locally in Shanghai; the willingness to pay higher price was positively related to the degree of trust on local vegetables; male consumers were more likely to pay extra for local greens; the principal buyer of household was more likely to pay for local vegetables. According to the calculation, consumers were willing to pay an extra 2.12 yuan/kg for local leafy vegetables compared with non-local leafy vegetables. At the end,according to the conclusion of this study, some suggestions were proposed such as strengthening food quality and safety supervision to improve vegetable quality, stabilizing vegetable price, and strengthening consumer education and publicity of local vegetables.更多还原