食品安全认证标识如何影响消费者偏好——以有机番茄为例
How Food Safety Certification Labels Affect Consumers’ Preferences？——A Case Study of Organic Tomatoes

以有机番茄为例，引入BDM机制拍卖实验研究了食品安全标识的消费者偏好，并借助多变量Probit模型对相应影响因素进行了实证分析。结果表明，消费者对加贴欧盟有机标识的番茄的出价远高于加贴中国有机标识的番茄，与同时加贴中欧两种标识番茄的出价相差不大；不同个体特征消费者偏好存在显著差异；消费者食品安全意识与有机知识对支付意愿产生正向影响，而环境意识对消费者偏好的影响不显著。政府认证制度安排与厂商战略决策应充分考虑消费者对不同认证标识的偏好倾向，以满足多样化的市场需求。
This paper, taking organic tomato for example, uses BDM mechanism auction experiment to study consumer’s preferences of food safety certification labels and then it analyzes the related influencing factors with the help of multivariate Probit model.The result shows that consumers’ bid for tomatoes with EU organic certified label is much higher than those with Chinese organic certified labels, but it has no obvious difference with the bid for tomatoes labeled with both kinds of labels. For consumers with different personal features, their preferences for certification labels are different. Consumer’s food safety awareness and knowledge of organic have positive influence on their willingness to pay, while the influence of environmental awareness on consumer’s preferences for certification label is not significant. Therefore, this paper proposes that government certification system arrangement and strategic decisions of the manufacturers should give full consideration to consumer preferences of different certification label so as to meet the diverse market demands.