【作者】 刘青；

【导师】 周洁红；

【作者基本信息】 浙江大学 ， 农业经济管理， 2018， 博士

【副题名】基于质量安全和农业环境污染协调治理视角

【摘要】 由于成因上的同源性和治理上的互补性,农产品质量安全和农业环境污染问题需要交叉研究和协同治理。我国农业生产规模小而且分散,监管资源和技术相对薄弱,单纯依靠命令控制型手段难以取得理想的管控效果。因此,从市场激励角度出发,深入分析消费者的亲环境购买行为,通过刺激消费者的绿色需求对生产经营者的环境友好生产提供足够的溢价,是促进农产品质量安全和农业环境污染治理协同发展的重要出路。标签是一种有效的市场政策工具,其信号发送机制能否有效运行主要取决于消费者偏好。本研究首先对亲环境农产品的信息不对称问题和信号发送机制进行了理论层面的分析,强调了消费者支付意愿的重要性。接着梳理了我国绿色食品和有机食品的发展历程、现状及存在的问题。从现实层面强调消费者偏好研究的必要性。在此基础上,将消费者信任纳入动机-认知能力-机会的MOA理论分析框架,构建了消费者亲环境购买行为的理论分析模型。借助选择实验方法,在控制认知能力和个人特征等因素的前提下,深入考察了消费者不同动机、亲环境行为(PEBs)溢出效应和信息诱导、消费者信任对支付意愿的影响。最后,采用双变量有序Probit模型,探讨了消费者支付意愿和购买行为之间的差异,分析了消费者信任在支付意愿向购买行为转化中的作用。本研究主要得出的结论如下:(1)消费者对标签背后属性的感知和支付意愿直接影响了信号发送机制效能的发挥。近些年来我国亲环境农产品虽然增长速度较快,但市场份额依然很小,与发达国家具有明显差距。不论是理论分析还是现实状况,都需要增强消费者的偏好和支付意愿,为生产经营者的安全环保生产提供经济激励。(2)消费者对生态标签具有积极的消费偏好和支付意愿,除了质量安全的考虑,消费者也会出于环境保护的目的为绿色大米和有机大米支付溢价,其中健康动机是主导。同时,消费者的偏好存在异质性,动机、知识水平和收入是影响消费者对生态标签支付意愿的主要因素。(3)亲环境行为溢出效应和信息诱导对亲环境购买支付意愿具有显著的正影响。环保行为参与程度高的消费者对有机标签的支付意愿较高,使用可循环塑料袋和垃圾分类会对亲环境购买支付意愿产生显著的溢出效应,受过良好教育的高收入群体更有可能采取这两种行为。消费者对生态标签的支付意愿都会随着意识的提高而增强。但信息诱导的影响是有限的,它只会强化已经存在的绿色偏好,而不会主动创造对亲环境农产品的偏好。(4)消费者对生态标签的信任程度较低,这与消费者对认证体系相关主体的信任水平紧密相关。消费者的信任会显著影响消费者的购买决策,信任程度越高,消费者愿意支付更高的溢价。质量安全动机、主观认知、购买便利性对消费者信任具有显著正影响。(5)消费者对生态标签支付意愿和实际购买行为之间存在差异。由于对生态标签的信任程度不高,消费者即使有积极的支付意愿,也不一定会转化为实际的购买行为。消费者信任对购买行为的转化发挥了十分重要的作用。本文的研究价值主要表现在:基于亲环境农产品信号发送机制的理论分析和现实发展状况的总结,强调研究消费者支付意愿、刺激绿色需求的重要性。在此基础上,利用选择实验方法,将消费者质量安全动机和环保动机进行了分离,探讨了消费者主要出于什么动机购买亲环境农产品;由于环保动机对支付意愿产生了积极的正影响,本文同时考察了环保行为溢出效应和信息刺激对支付意愿的作用;深入研究了消费者对生态标签及相关主体的信任程度及其对消费者购买支付意愿的影响;采用双变量有序Probit模型,探讨了消费者支付意愿和实际购买行为之间的差异,重点分析了消费者信任在促进支付意愿转化为实际购买行为过程中的关键作用。本研究有利于更好地理解消费者的亲环境购买行为,为生产经营者的环境友好行为提供市场激励。更多还原

【Abstract】 The quality and safety of agro-products and the agricultural pollution issues need to be studied together due to the homogeneous cause as well as the mutually complementary governance.The scale of agricultural production in China is small and scattered.On the other hand,the regulatory resources and technologies are relatively limited.It is difficult to achieve satisfactory results solely using command-and-control instruments.Therefore,market-based policy instruments which focused on consumer purchasing behavior are of great importance to promote food safety control and agricultural pollution governance.The increasing demand of green products is anticipated to provide sufficient premium for producers to adopt cleaner production technologies,providing great benefit to food safety and sustainable environment.The eco-labeling can be regarded as an effective market-based policy instrument and consumers’ willingness-to-pay(WTP)for related attributes is a vital indicator of the effectiveness of signaling mechanism.Firstly,this study analyzed the information asymmetry and signaling mechanism of pro-environmental agricultural products,emphasizing the great importance of consumers’ WTP.Then it sorts out the development history,current situation and existing problems of green agricultural products and organic agricultural products in China.Secondly,the theoretical framework for pro-environmental purchasing behavior was constructed by integrating consumer trust into the motivation-cognition-opportunity(MOA)theory.With the help of choice experiment,the present study investigated the effects of different motives,pro-environment spillover,information induceness and consumer trust on the WTP for eco-friendly food while controlling for the impacts of knowledge and personal characteristics.Finally,a bivariate ordered probit model was used to examine the differences between consumers’ willingness-to-pay and the actual buying and its obstructing factors,especially the role of consumer trust on the conversion of WTP to purchase behavior.The main conclusions of this study are as follows:(1)Consumers’ perception about the attributes behind the eco-labels and their WTP directly affected the performance of the signaling mechanism.Although with rapid growth in China,the eco-labeled food still occupied a rather small share in food market.There is a noticeable difference with the developed countries.Based on the theoretical analysis and the actual condition,it is important to analyze consumer preference and willingness-to-pay for pro-environment products in order to stimulate green demand,providing economic incentives for the safer and more eco-friendly production.(2)Consumers have positive preference and WTP for eco-labels.Consumers who are willing to buy pro-environmental products are motivated by both health benefits as well as environmental considerations due to the higher consciousness of food safety and eco-environment in China.However,the healthy attributes tend to prevail in consumers’ motivations.In addition,there exists heterogeneity in consumer preferences.Motivation,knowledge and income are the main factors influencing consumers’ willingness-to-pay for eco-labels.(3)Both pro-environmental spillovers and information intervention have significant influence on consumer preference and WTP.Consumers with high involvement of pro-environment behaviors tend to show higher WTP for organic rice.Using recyclable plastic bags and sorting waste have the significant spillover effects on the willingness-to-pay for eco-labeled rice.People with high educational attainment and family income levels are more likely to adopt these behaviors.Meanwhile,consumers’willingness-to-pay for eco-labeled rice will increase with the information intervention.However,the effect of induced awareness is limited,which is only found to reinforce the already high preference for pro-environment products rather than creating such a preference.(4)Consumers have low trust in eco-labels,which is closely related to the trust on the relevant bodies in the certification system.Consumer trust will significantly affect consumer purchasing behavior.Consumers with higher degree of trust tend to pay more money for green or organic rice.Food safety motivation,subjective cognition and convenience of purchase have significantly positive impact on consumer trust.(5)Inconsistency between consumers’ willingness-to-pay and actual purchasing behavior has been found.Despite the positive WTP,consumers would not necessarily buy the peo-environmental products if they do not think them are really "green" or"organic".Consumer trust plays an important role in the transformation of purchasing behavior.The contribution of this study is mainly reflected in the following:We emphasized the importance of consumers’ WTP to stimulate green demand based on the theoretical analysis and the actual development of pro-environmental products;we try to decouple the effects of food safety concern and environmental consideration on the WTP in order to investigate the purpose for eco-friendly products and the value consumers place on pro-environmental attributes via the choice experiment;due to the positive role of environmental motivation,we also examine the impact of peo-environmental spillovers and information induceness on WTP simultaneously.;consumers’ trust in eco-labels as well as related entities and its effect on WTP is analysed;a bivariate ordered probit model is applied to explore the differences between consumer willingness-to-pay and the actual purchase.More attention is paid to the leading role of consumer trust on the shift from WTP to actual buying.Thisstudy is conducive to a better understanding of the pro-environmental purchasing behavior and to provide economic incentives for safety and eco-friendly practices by producers.更多还原