摘要
本文采用让受访问者做选择题的办法,研究来自农业的食品品质特性与消费者支付意愿的关系,目前这些食品在瑞典还没有销售。数据是通过大规模的邮件调查获得的,同时用一个随机参数的Logit模型来估计。我们的结果表明:同一产品和相同特性,消费者的支付意愿均存在差异。不同产品间为品质特性排序时也是这样。而且,我们还发现可能以转基因作物作为饲料的动物食品市场上表现不力。最后,我们的结论支持被称作"cheap-talk"的研究方法能有效地减小选择试验地的外在误差。在食品行业冲,我们的结论对产品差别化战略的构建和对食品政策的形成等方面十分有用。
This paper employs a choice experiment to obtain consumer preferences and willingness to pay for food product quality attributes currently not available in Sweden.Data were obtained from a large mail survey and estimated with a random parameter logit model.We found evidence for intraproduct differences in consumer preferences for identical attributes,as well as interproduct discrepancies in ranking of attributes.Furthermore,we found evidence of a market failure relating to the potential use of genetically modified animal fodder.Finally,we found support for the idea that a cheap-talk script can alleviate problems of external validity of choice experiments.Our results are useful in forming product differentiation strategies within the food industry,as well as for the formation of food policy.
