2020年第1期：总第12期

本 期 文 章

[点击标题可直达文章]

■ 食品安全问题与消费者行为

■ 食品安全源头治理机制研究

■ 食品安全治理新模式探索

■ 书评

Contents

A Study on the Influence of Traceability Information Trust on Consumers' Willingness to Pay for Traceable Pork

——Scenario Simulation Based on Different Traceability Information Content，Publisher and Release Channel

Meng Xiaofang　Liu Zengjin　Wang Yingying　/ 003

Abstract： At present，the safety information of food traceability system in China is relatively simple，in order to understand and meet theneeds of consumers multi-level and diversification，this paper selects the hypothetical value evaluation method and the binary Logit model basedon the 501 consumer questionnaire data of Shanghai field investigation.Based on the simulated situations of different traceability informationcontents，issuers and release channels，this paper studies consumers' willingness to pay for traceable pork and its influencing factors，andfocuses on the difference of the influence of traceability information trust on consumers' willingness to pay for traceable pork.The results showthat consumers have a low level of awareness of traceable pork.After information enhancement，consumers have the highest level of trust in thetraceable information released by the government，which can be traced back to the pig breeding link.Consumers are generally willing to pay extrafor traceable pork，but there are differences in the average willingness to pay for traceable pork with different attribute combinations.Thecombination of pork traceable information traced back to pig breeding link+government release + mobile phone/website query is the mosttrusted，and the average willingness to pay reaches 7.98 yuan /kg.Therefore，it is suggested that traceable pork with different levels of traceableattributes should be produced to meet diversified consumer demands.In addition，the additional production cost sharing mechanism of traceablepork should be established.The government finance should increase subsidies to producers and operators，reduce production cost and traceablepork price，and promote the development of pork traceable system.