现实情境视角下消费者对可追溯猪肉实际选择行为的研究
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国家社会科学基金项目“基于循环经济视角的畜禽养殖废弃物治理模式与支持政策研究”(18BGL169);现代农业产业技术体系北京市生猪产业创新团队产业经济岗位项目(BAIC02)。


Research on the Actual Choice Behavior of Consumers Traceable Pork from the Perspective of Realistic Situation
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    摘要:

    研究消费者对可追溯猪肉的实际选择行为,对于促进可追溯猪肉市场推广、完善猪肉可追溯体系建设和推进生猪产业持续健康发展具有重要现实意义。基于现实情境视角,借鉴人口迁徙推拉理论中的PPM模型,从推力、拉力和锚定三大作用力的角度构建理论框架,分析消费者对可追溯猪肉实际选择行为影响因素的作用机理。利用北京市猪肉消费者的调查数据,采用双尾截取Tobit模型,实证分析各因素对消费者可追溯猪肉实际选择行为的影响,并通过计算边际效应或弹性识别其影响程度。研究发现:消费者认知对可追溯猪肉实际选择行为具有显著拉力作用,尤其是对可追溯猪肉优势属性信任程度的拉力作用更大;可追溯食品消费经历具有调节效应,可以进一步强化消费者认知的拉力作用;收入、城乡身份、家庭人口结构对消费者可追溯猪肉实际选择行为具有显著锚定作用。据此提出应加大对可追溯猪肉优势属性的宣传和溯源能力、质量安全保障水平的监管,加快推进完善猪肉可追溯体系建设等政策启示。

    Abstract:

    Studying the actual selection behavior of consumers is of great practical significance for popularizing the traceable pork market,improving the construction of pork traceability system and accelerating the sustainable and healthy development of the pig industry.Based on the real situation and the PPM model of population migration push-pull theory,this paper constructed a theoretical framework from the perspective of thrust,pull and anchorage,and analyses the mechanism of consumers’ influence factors on the actual choice behavior of traceable pork.Using survey data of pork consumers in Beijing,this study adopted the two-tailed truncated Tobit model.The influence of various factors on consumers’ actual pork choices was analyzed,and the degree of influence was identified by calculating marginal effect or elasticity.The study found that:consumers’ perception had a significant pulling effect on their actual choice behavior of traceable pork,which was more obvious on the degree of trust to the merits of traceable pork; the traceable food consumption experience had a moderating effect to further strengthen the pulling effect of consumers’ perception; income,urban and rural identity,and family demographic structure had a significant mooring effect on consumers’ actual selection of traceable pork.Therefore,it is suggested to strengthen the popularization and traceability ability of traceable pork,the supervision of food quality and safety,and the construction of pork traceable system.

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王萌,乔娟,沈鑫琪.现实情境视角下消费者对可追溯猪肉实际选择行为的研究[J].华中农业大学学报(社科),2020,(4):98-108

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  • 在线发布日期: 2020-07-06
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