摘要
与普通农产品相比较,低碳农产品生产所增加的成本如何合理分担是我国建设低碳农业体系中的核心问题。而消费者对低碳农产品生产成本增加所形成的额外价格的支付意愿与支付动机又是解决这一核心问题的基础。本文基于条件价值评估法(CVM)与对照法,通过对天津、山东和江苏等地的调查,以猪肉为例探究了消费者对食品低碳属性的支付意愿水平,并重点评估了消费者对食品低碳属性的支付意愿是源自利己动机还是利他动机?研究结果表明,我国城市消费者愿意为猪肉低碳属性的平均支付意愿为3.87元/斤;如果消费者事先获知低碳食品并不意味着更高的营养价值或安全属性的信息,将会显著降低他们的支付意愿。也就是说消费者为食品低碳属性支付溢价的动机来源于利他和利己动机两部分,如果消费者确信消费低碳食品只对环境有利而没有增加自身的效用,会显著地降低支付意愿。
Compared with conventional food production, low-carbon agricultural food production increases costs. Consumers＇ willingness to pay （WTP） is a critical part of the low-carbon economy, which will affect the compensation of the increasing production costs brought by the low-carbon production practices. Using the contingent valuation method （CVM） and the comparative method, this paper explores China＇ s urban households ＇ willingness to pay （WTP） for CO2 emission reductions resulted from changes in food production processes. A survey of 417 respondents was conducted in the urban areas of Tianjin, Shandong and Jiangsu. With an incentive compatible and comparative method, the study finds that the average premium for the low-carbon attributes is RMB3.87 per 500 kg for pork. The study also examines the impacts of different information treatments on the price premium for the lowcarbon attributes in order to explore consumers＇ motivations. The study shows that the alternative information treatments affect consumers ＇ WTP, suggesting that consumers＇ WTP for the lowcarbon food is partly derived from perceived selfish attributes.
出处
《中国人口·资源与环境》
CSSCI
北大核心
2012年第11期165-171,共7页
China Population,Resources and Environment
基金
国家社会科学基金重大招标项目"建设以低碳排放为特征的农业产业体系和农产品消费模式研究"(编号:10zd&031)
江苏省普通高校研究生科研创新计划项目(编号:CXZZ12_0301)
关键词
温室效用
低碳农产品
对照法
支付意愿
支付动机
greenhouse effect
low-carbon food
willingness to pay
comparative method
motives for buying
