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食品可追溯体系有助于食品质量安全问题的解决,追溯标签作为辨别是否可追溯食品的主要手段,消费者对追溯标签的信任水平及其对消费者支付意愿的影响值得特别关注。基于西安市的实地调研,依据消费者购买决策过程模型,利用假想价值评估法并通过构建二元Logit模型,研究偏好异质性约束下猪肉追溯标签信任对消费者可追溯猪肉支付意愿的影响。结果表明,消费者的猪肉偏好可分为质量安全偏好型、高品质偏好型和廉价偏好型,在质量安全偏好下,猪肉追溯标签信任水平显著影响消费者的支付意愿,而在其他偏好下,猪肉追溯标签信任水平的影响则并不显著;质量安全偏好型和其他偏好类型消费者对可追溯猪肉的平均支付意愿分别为43.64元/kg和40.40元/kg。最后提出了政府应加大可追溯猪肉宣传力度、提高可追溯体系覆盖面和公众参与度,企业应自觉维护可追溯猪肉市场秩序、努力扩大可追溯猪肉市场份额,消费者应努力提高自身的食品追溯意识和认知等方面的政策建议。
Food traceability systems contribute to food quality and safety issues. Retroactive labeling deserves special attention as the primary means of identifying traceability of foods, consumer confidence in retroactive labeling and its impact on consumer willingness to pay. Based on the field survey in Xi’an, the impact of pork traceability trust on consumer willingness to pay pork traceability was studied based on consumer purchasing decision process model, hypothetical valuation method and binary logit model. The results showed that consumers ’preference of pork can be divided into quality preference, high quality preference and low price preference. Under the quality safety preference, the pork retroactive label trust level significantly affects consumers’ willingness to pay. Under other preferences, The effect of pig traceability on pork traceability was insignificant. The average willingness of pigs to be traced back was 43.64 yuan / kg and 40.40 yuan / kg respectively for consumers with quality safety preference and other preference types. Finally, the government proposed that the government should increase traceability pork publicity, improve traceability system coverage and public participation. Enterprises should consciously maintain the traceable pork market order and strive to expand traceable pork market share. Consumers should strive to improve their own food traceability Awareness and awareness and other aspects of the policy recommendations.