穆天祥, 李学兰. 消费者对可追溯有机农产品的购买意愿研究——以长三角地区为例[J]. 云南农业大学学报(社会科学), 2022, 16(5): 34−42. doi: 10.12371/j.ynau(s).202205031
引用本文: 穆天祥, 李学兰. 消费者对可追溯有机农产品的购买意愿研究——以长三角地区为例[J]. 云南农业大学学报(社会科学), 2022, 16(5): 34−42. doi: 10.12371/j.ynau(s).202205031
MU Tianxiang, LI Xuelan. The Consumers’ Willingness to Purchase Traceable Organic Agricultural Products: A Case Study of the Yangtze River Delta Region[J]. Journal of Yunnan Agricultural University (Social Science), 2022, 16(5): 34-42. DOI: 10.12371/j.ynau(s).202205031
Citation: MU Tianxiang, LI Xuelan. The Consumers’ Willingness to Purchase Traceable Organic Agricultural Products: A Case Study of the Yangtze River Delta Region[J]. Journal of Yunnan Agricultural University (Social Science), 2022, 16(5): 34-42. DOI: 10.12371/j.ynau(s).202205031

消费者对可追溯有机农产品的购买意愿研究以长三角地区为例

The Consumers’ Willingness to Purchase Traceable Organic Agricultural Products: A Case Study of the Yangtze River Delta Region

  • 摘要: 发展现代农业要坚持走科技引领、品牌强农、绿色兴农之路,有机农产品认证和信息可追溯体系的双重安全保障是实现这一路径的有力抓手,对提升农产品竞争力、增强消费者信心发挥重要作用。通过收集长三角地区285名消费者相关数据,构建Logistic回归模型进行实证分析,探究消费者对可追溯有机农产品购买意愿的影响因素。结果表明:消费者对有机农产品的态度、可追溯系统完善性和可追溯有机农产品的价格波动对可追溯有机农产品的购买意愿有不同程度影响,而个人特征、可追溯有机产品购买便利性、有机认证监管力度对购买意愿不具有显著影响。基于此,从改善消费者价值感知、强化有机农产品市场定位、完善可追溯系统、减少价格波动这四个层面提出相关建议。

     

    Abstract: The development of modern agriculture should adhere to the path of technology-led, brand-strong agriculture and green agricultural development. The dual security guarantee of information traceability system and organic agricultural products certification is a powerful tool to realize this path, which plays an important role in improving the competitiveness of agricultural products and enhancing consumers’ confidence. This paper collected data from 285 consumers in the Yangtze River Delta region and constructed a logistic regression model to empirically analyze the factors influencing their willingness to purchase traceable organic agricultural products. The results shows that consumers’ attitude toward organic agricultural products, the perfection of traceability system and price fluctuation of traceable organic agricultural products had different degrees of influence on the purchase intention of traceable organic agricultural products, while personal characteristics, the convenience of purchasing traceable organic products and the strength of organic certification supervision did not have significant influence on the purchase intention. Based on this, it propose to strictly adhere to the “organic” production standard and improve consumers’ value perception; strengthen the market positioning of organic agricultural products and highlight the health and safety attributes; enrich the traceability technology and improve the traceability system; and “popularize” traceable organic agricultural products and reduce price fluctuations. It also put forward suggestions on the following levels.

     

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