【作者】 刘宝玉；

【导师】 杨江帆；

【作者基本信息】 福建农林大学 ， 茶学， 2011， 硕士

【摘要】 如今,农业食品安全事件频频发生,农业生产过程中对环境的污染与破坏与日俱增。为了改善这种情况,科学家们提出了各种各样的保护措施,发现了多种农业生产模式,有机农业就是这样应运而生的。有机茶也随着这股有机农业的大潮流产生了并得到了人们的认可。近年来世界各茶叶种植大国都在不断的扩大有机茶种植面积,中国于1990年开始种植生产有机茶,如今我国种植有机茶超过100万亩,年产量超过100,000 t,年消费量超50,000 t,面对如此巨大的新兴市场我们有必要对此做一些了解。本文从福建省消费者有机茶支付意愿研究出发,旨在了解消费者的有机茶支付意愿及其影响因素,并以此为依据进行生产和管理,确保有机茶行业的可持续发展。本文的主要研究方法是采用国际上通行的假想价值评估法(简称CVM)来研究消费者有机茶支付意愿,并且根据茶叶消费的特性采取开放式法来引导消费者的支付意愿。本研究由于时间和精力的限制,根据福建省各城市特点,综合考虑各种因素选取福州市作为问卷调查对象,采用调查员面访的方式,共获得256份有效问卷。研究结果表明,对同品质的200元/ kg常规茶,消费者愿意支付平均338.52元/ kg的价格来购买有机茶,其价格溢出为69.26%;对同品质的400元/ kg常规茶,消费者愿意支付平均616.76元/ kg的价格来购买有机茶,其价格溢出为54.38%;对同品质的1,000元/ kg常规茶,消费者愿意支付平均1,394.16元/ kg的价格来购买有机茶,其价格溢出为39.42%。此外本文还就影响消费者支付意愿的影响因素进行了分析。更多还原

【Abstract】 Nowadays, there are more and more security incidents in wagralim and environ- mental pollution and damages in agricultural industry.Scientists have put forward various protective measures and agricultural industry models for improving situation, and which bringing forth the organic agriculture.In this trend ,organic tea has also improved enormously and has been accepted by the public.In recent years the area of organic tea are constantly extending,in 1990 China had began with planting organic tea ,today we have more than 1,000,000 mu of organic tea;every year we have more then 100,000t organic and every year we have the consumption is 50,000t more,for this huge market,we are necessary to acquaintanse it.Through the study of the WTP of ,we can also know the influence factors on it,and with which we can carry out a more reasonable production and management to insure sustainable development of organic tea industry.The main purpose of this paper is to apply Contingent Valuation Method (CVM), which is general research method to measure consumer willingness to pay for organic tea,to study the situation in China.According to the usage of Open-Ended of CVM we can get the WTP of costomers.Because of the limitation of time and energy,we overall considerate the various factors we choose Fuzhou as the place in which we made questionnaire through technical question format and econometrics method ,we got 256 respondents, WTP.Form the collected data ,relative to the same quality regular tea which the price is 200yuan/ kg,customers willingness to pay 338.52yuan/ kg for organic tea,which is equivalent to an increase of 69.26%;relative to the same quality regular tea which the price is 400yuan/ kg, customers willingness to pay 616.76yuan/ kg for organic tea,which is equivalent to an increase of 54.38%;relative to the same quality regular tea which the price is 1,000yuan/ kg, customers willingness to pay 1,394.16yuan/ kg for organic tea,which is equivalent to an increase of 39.42%.Besides,the effects of consumers, characteristics on the willingness to pay are also discussed in this paper.更多还原