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本文运用选择实验(Choice Experiments)的方法,借助随机参数(RPL)及潜在分类模型(LCM)研究消费者对食品安全属性的偏好行为。研究发现,消费者对食品安全属性的偏好存在异质性;消费者对政府认证的支付意愿最高,其次是企业的品牌、养殖场质量安全保证和第三方机构认证;第三方机构认证和政府认证之间具有互补性,企业的品牌化建设同养殖场质量安全保证间存在互补性,政府认证与企业品牌化建设间存在替代性;消费者风险感知度的提高会影响其消费行为,高风险感知组的消费者愿意对同一安全属性支付更高的价格。
In this paper, we use Choice Experiments method to study consumer preference behavior of food safety attributes with random parameters (RPL) and latent classification models (LCM). The study found that consumer preferences for food safety attributes heterogeneity; consumers willingness to pay the highest government certification, followed by the company’s brand, farm quality and safety assurance and third-party certification; third-party certification and government certification Complementarity between the enterprise’s brand building and farm quality and safety assurance, there is an alternative between government certification and corporate branding; the improvement of consumer risk perception will affect the consumer behavior, high-risk perception Consumers in the group are willing to pay a higher price for the same security attribute.