考虑同群效应的消费者低碳支付意愿研究
On consumers’ willingness to pay for low-carbon products in considering peer-effects

摘 要： 基于条件价值评价法，采用单边界两分式的问卷设计格式，以低碳交通卡为例探究了消费者对低碳产品的支付意愿，以及同群效应和个人社会经济特征、低碳态度等因素对其支付意愿的影响。研究结果表明：低碳产品的价格、同群效应以及消费者的低碳态度、个人收入对其低碳购买意愿具有正向显著影响；受教育水平并不具有显著影响。结合以上分析，从加强低碳宣传、提高收入水平、建立低碳教育体系和鼓励低碳产品技术研发等角度提出了促进低碳消费发展的政策建议。
Abstract: Based on contingent valuation method (CVM), the present essay, by applying the case of low-carbon transport cards and by using face-to-face questionnaire with single-bounded dichotomous choice elicitation framework, explores Chinese consumers’ willingness to pay (WTP) for low-carbon products. In addition, it studies how peer-effects, personal social economic characteristics and other factors affect WTP. Results of the statistical analysis of the survey declare that the higher the products price, the less the consumers’ willingness to pay for low-carbon products, that their low-carbon attitude, individual income and peer effects are the main reasons affecting low-carbon WTP positively, and that the education level is not salient. By combining the above analysis, we put forward some advice on how to develop low-carbon consumption, including advertising low-carbon propaganda and public service announcements, increasing income level, establishing low-carbon education system and encouraging R&D of low-carbon products