| 张海峰1，2，王 珺2，3，万 陆3，李玉芝1.广州市消费者对可追溯猪肉消费意愿及影响因素的实证研究[J].广东农业科学,2016,43(9):183-196 |
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广州市消费者对可追溯猪肉消费意愿及影响因素的实证研究 |
| Consumers’ preferences and willingness to pay for traceable pork in Guangzhou |
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| DOI：10.16768/j.issn.1004-874X.2016.09.027 |
| 中文关键词: 猪肉可追溯系统 有序Logit 模型 问卷调查 支付意愿 |
| 英文关键词: pork traceability system Ordered Logit Model questionnaire survey willingness to pay |
| 基金项目:国家生猪产业技术体系建设专项（CARS-36） |
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| 中文摘要: |
| 通过对广州市消费者的问卷访问调查，分析广州市消费者对可追溯猪肉的消费意愿，以及在广
州市建立猪肉可追溯系统的实施可能性，采用有序Logit 模型对广州市消费者的访问调查数据进行分析。结
果表明，广州消费者对可追溯猪肉有着显著的消费意愿，且城市消费者略高于农村消费者；在建立和改善
广州市猪肉可追溯系统上，利用现有设备减少成本是关键，应避免实施可追溯系统带来的猪肉价格大幅度
上涨；消费者对食品安全的关注度也显著影响对可追溯猪肉的追加支付意愿。提高消费者对食品安全的关
注度、挽回消费者对广州市猪肉安全的信心，是推广猪肉可追溯系统的关键。在可追溯猪肉消费的普及上，
循序渐进是关键，应给消费者适应过程。 |
| 英文摘要: |
| The objectives of this study were to analyze consumers’ preferences for food traceability system
（FTS） processed pork product，and to clarify the feasibility of pork traceability system instruction in Guangzhou.
Based on consumers’ questionnaire survey，Ordered Logit Model was employed to investigate the factors affecting
the consumers’willingness to pay（ WTP） a premium for FTS processed pork. The results showed that consumers
in Guangzhou had a significantly positive willingness for FTS processed pork. Meanwhile，consumers’ WTP for FTS
processed pork was positively affected by consumers’ awareness of food safety and location（ urban or rural）. Thus，
this study provided useful insights for developing the market of FTS processed pork by using existed pork traceability
facilities for reducing introduction cost of pork traceability system. In addition，to enhance consumers’ awareness of food safety，and rebuilt creditability of pork safety，it was also necessary to introduce pork traceability system.
Finally，it was also important to introduce FTS processed pork from the urban areas to the rural areas gradually.
Consumers needed time to understand and accept traceable pork. |
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