【摘要】 消费者对农业生态产品的支付意愿直接影响该类产品的价值实现，农业生态产品消费者支付意愿的影响因素及改进策略研究对于农业生态产品的市场推广和价值实现具有重要指导意义。论文基于安徽省1 105位受访者的调研数据，分析了消费者对农业生态产品山茶油的价值认知程度，并依据认知行为理论，构建了多元Logistic回归模型，剖析了农业生态产品的消费者支付意愿的影响因素。研究表明，消费者对农业生态产品的支付意愿受个人社会、经济属性的影响，个人收入、对山茶油的经济价值认知和生态价值认知均对其支付意愿产生显著的正向影响，而家庭规模则对支付意愿有着显著的负向影响；受访者对山茶油生态价值的认知程度仍处于较低水平，这抑制了他们的支付意愿；平均支付意愿为每千克118.94元。为此建议构建“政府支持与引导、企业主导市场并引领行业发展、消费者参与和监督”的三元协同运行机制，以激活消费者对农业生态产品的溢价支付意愿，推动农业生态产品价值的有效实现。更多还原

【Abstract】 Consumers’ willingness to pay (WTP) directly influences the realization of ecological product value.It is of great guiding significance to analyze the influencing factors of consumers’ WTP on agro-ecological products and the improvement strategies for the market promotion and value realization of regional agro-ecological products.This study is based on survey data from 1 105 respondents in Anhui Province and provides an in-depth analysis of consumers’ perception of the value of camellia oil and their WTP for it.By employing the Theory of Planned Behavior,a multinomial logistic regression model was constructed to thoroughly examine the factors influencing consumers’ WTP for ecological products.The results indicated that consumers’ perception of the ecological value of camellia oil remains at a relatively low level,and their WTP for camellia oil agro-ecological products is also relatively low,with an average WTP of 118.94 yuan per kilogram.Further analysis revealed that respondents’ personal income,as well as their perceptions of the economic and ecological values of camellia oil,all have significant positive impacts on their WTP,while family size has a significant negative impact.Based on these findings,it is suggested to construct a three-way cooperative operation mechanism of “government supporting and guiding,enterprises dominating the market and driving industry development,and consumers’ participation and supervision” to expand the premium payment capacity of consumers for agro-ecological products and to promote the realization of the value of agro-ecological products.更多还原