【摘要】 理解不同城市层级消费者的支付意愿及其影响因素，对于制定有针对性的有机产品营销策略，推动市场发展及农业可持续发展至关重要。本文以江西省为例，调查了县级万载、地级宜春市和省会南昌市消费者对有机大米的偏好及支付意愿（WTP），并基于支付意愿动机理论，构建多元Logistic回归模型，系统分析了影响因素。结果显示，三地愿意为有机大米支付溢价的消费者比例为23.9%28.8%，其中最高溢价区间为200%400%，表明大多数消费者对溢价接受度有限。不同城市层级消费者的溢价水平存在显著差异：南昌市、宜春市和万载县愿意支付溢价的平均水平分别为100%、80%和91%。影响支付意愿的关键因素包括个体特征（如万载女性支付意愿较高，年龄和教育水平在南昌及宜春起重要作用）、购买习惯（尤其是线上信息获取和关注点）以及消费动机。低重金属含量和植物多样性是普遍关注的因素，而环境动机的重要性则因地区而异。研究表明，深入理解不同城市层级消费者的特征、购买习惯及动机差异，对于制定有针对性的营销策略尤为关键。生产者应依据区域消费者偏好优化营销策略，以提升信任度和社会认可度，从而促进有机农业可持续发展。更多还原

【Abstract】 Understanding the willingness to pay(WTP) of consumers across different urban tiers—as well as the factors influencing it—is crucial for formulating targeted marketing strategies for organic products, thereby fostering market expansion and the sustainable development of agriculture. Taking Jiangxi Province as a case study, this paper investigates consumer preferences and WTP for organic rice across three distinct administrative levels: the county-level Wanze, the prefecture-level Yichun, and the provincial capital, Nanchang. Furthermore, drawing upon the theory of WTP motivation, a multivariate logistic regression model is constructed to systematically analyze the underlying influencing factors.The results indicate that the proportion of consumers willing to pay a premium for organic rice across these three regions ranges from 23.9% to 28.8%; notably, the highest premium range accepted falls between 200% and 400%, suggesting that the majority of consumers have limited tolerance for price premiums. Significant disparities in premium levels exist among consumers across these different urban tiers: the average premium levels consumers are willing to pay in Nanchang, Yichun, and Wanze stand at 100%, 80%, and 91%, respectively. Key factors influencing WTP include individual characteristics(e.g., higher WTP among women in Wanze, while age and educational attainment play significant roles in Nanchang and Yichun), purchasing habits(specifically, online information acquisition and areas of focus), and consumption motivations. Low heavy metal content and plant biodiversity emerge as factors of universal concern, whereas the significance of environmental motivation varies by region. The study underscores that gaining a deep understanding of the distinct characteristics, purchasing habits, and motivational differences among consumers across various urban tiers is paramount for formulating targeted marketing strategies. Producers should tailor their marketing strategies to align with regional consumer preferences, thereby enhancing consumer trust and social acceptance,and ultimately fostering the sustainable development of organic agriculture.更多还原