消费者对显示“瘦肉精”检测标识的可追溯猪肉的支付溢价
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摘要
为评估在肉类食品上显示瘦肉精检测信息属性的意义,利用全轮廓联合分析法,以猪肉为对象,设立瘦肉精检测信息、可追溯信息、外观、价格等4个属性,研究了无锡市298位消费者对显示瘦肉精检测标识的可追溯猪肉的偏好与支付溢价,并在此基础上模拟了11种市场方案,估算相应可追溯猪肉的市场份额。结果表明:1)消费者最偏好外观属性,其次是价格属性和瘦肉精检测信息属性,最后是可追溯信息属性;2)与无瘦肉精检测信息的可追溯猪肉相比,显示瘦肉精检测结果合格的可追溯猪肉的市场份额提高了约30%,且消费者愿意支付的额外价格上浮10%。据此,笔者提出了在公开不同层次检测信息内容的基础上,对肉类食品加贴瘦肉精类非法添加剂等检测信息标识,加强对可追溯信息与食品可追溯体系的宣传等对策建议,以完善猪肉可追溯体系建设并防范瘦肉精类非法添加剂引发的食品安全风险。
To assess the significance of detecting the information attribute of clenbuterol in meat products,the full profile conjoint analysis method was adopted to evaluate the relative importance of different attributes and the utility level based on a survey of 298 consumers in Wuxi City.The clenbuterol detection information,traceability information security,appearance,and price were set as four attributes.The research also estimated the market share of traceable pork under the 11 kinds of market simulation scheme.Results indicate that:The consumers valued the appearance most,followed by price and the detection information of clenbuterol,then the property of the traceability security information.Compared with the traceable pork without the detection information of clenbuterol,consumers were willing to pay a 10% premium price of traceable pork with the test of clenbuterol qualified,and the market share of the traceability pork which has qualified test results of clenbuterol increases about 30%.Therefore,On the basis of publicizing the contents of different levels of detection information,this study puts forward some countermeasures and suggestions,such as sticking detection information labels such as illegal additives of clenbuterol,strengthening the publicity of traceability information and food traceability system to perfect the construction of pork traceability system and prevent food safety risk from illegal additives of clenbuterol.
To assess the significance of detecting the information attribute of clenbuterol in meat products,the full profile conjoint analysis method was adopted to evaluate the relative importance of different attributes and the utility level based on a survey of 298 consumers in Wuxi City.The clenbuterol detection information,traceability information security,appearance,and price were set as four attributes.The research also estimated the market share of traceable pork under the 11 kinds of market simulation scheme.Results indicate that:The consumers valued the appearance most,followed by price and the detection information of clenbuterol,then the property of the traceability security information.Compared with the traceable pork without the detection information of clenbuterol,consumers were willing to pay a 10% premium price of traceable pork with the test of clenbuterol qualified,and the market share of the traceability pork which has qualified test results of clenbuterol increases about 30%.Therefore,On the basis of publicizing the contents of different levels of detection information,this study puts forward some countermeasures and suggestions,such as sticking detection information labels such as illegal additives of clenbuterol,strengthening the publicity of traceability information and food traceability system to perfect the construction of pork traceability system and prevent food safety risk from illegal additives of clenbuterol.
引文
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① 按照部分析因设计(Fractional Factorial Design)的要求,最少任务数=总层次数目-总属性数目+1。本研究设计中,总层次数目为12,总属性数目为4。最少任务数为9。
(1)上海300多人瘦肉精中毒问题猪肉具有检疫证明,新浪网,http://news.sina.com.cn/c/h/2006-09-17/103311030026.shtml
(2)央视315曝光的新型瘦肉精,深圳新闻网,http://www.sznews.com/mb/content/2017-03/16/content_15677745.htm
(3)即瘦肉精检测结果符合国家标准要求:瘦肉精在畜禽肉中的含量不得超过0.01 mg/kg。
(4)效应编码与虚拟编码一样,是分类变量的赋值方法,不同之处在于参照变量的定义。以可追溯信息为例,虚拟变量中可追溯条形码显示养殖信息、屠宰加工信息、运输销售信息(X1)的定义为X2=0;X3=0,而在效应代码中,X1的定义则为X2=-1;X3=-1。
[2]路平，肖肖，张衍海，王玉东，曲志娜，王娟，赵思俊，徐天刚，郑增忍．我国“瘦肉精”监管现状分析及对策建议[J]．中国动物检疫，2011,28(4):4-6Lu P,Xiao X,Zhang Y H,Wang Y D,Qu Z,Wang J,Zhao S J,Xu T G,Zheng Z R.Analysis of the current situation of leptin supervision in China and suggestions for countermeasures[J].China Animal Health Inspection,2011,28(4):4-6(in Chinese）
[3]荆永楠，林建清，靳丽亚，刘启明．我国食品安全事件频发的反思与对策：以“瘦肉精”事件为例[J]．肉类工业，2015,31(3):35-38Jing Y N,Lin J Q,Jin L Y,Liu Q M.Reflections and countermeasures on food safety incidents occurred frequently in China:With“clenbuterol"incident as an example[J].Meat Industry,2015,31(3):35-38(in Chinese）
[4]樊永华．“瘦肉精”的监管及对策[J]．肉类工业，2016,32(4):53-55Fan Y H.Supervision and countermeasures of clenbuterol[J].Meat Industry,2016,32(4):53-55(in Chinese）
[5]徐玲玲，李清光，山丽杰．猪肉可追溯体系建设存在问题与影响因素：基于猪肉供应链的实证分析[J]．中国人口·资源与环境，2016,26(4):142-147Xu L L,Li Q G,Shan L J.Problems and influence factors of pork traceability system:An empirical analysis based on the supply chain of pork[J].China Population·Resources and Environment,2016,26(4):142-147(in Chinese）
[6]Calvo Dopico D,Mendes R,Silva H A,Verrez-Bagnis V,PérezMartín R,Sotelo C G.Evaluation,signalling and willingness to pay for traceability:A cross-national comparison[J].Spanish Journal of Marketing,2016,20(2):93-103
[7]徐玲玲，赵京，李清光，吴林海．食品可追溯体系建设的标准问题研究[J]．重庆大学学报：社会科学版，2017,23(4):56-63Xu L L,Zhao J,Li Q G,Wu L H.Study on the standard of food traceability system[J].Journal of Chongqing University:Social Science Edition,2017,23(4):56-63(in Chinese）
[8]Hobbs J E.Information asymmetry and the role of traceability systems[J].Agribusiness,2004,20(4):397-415
[9]吴林海，秦沙沙，朱淀，李清光，Hu W Y．可追溯猪肉原产地属性与可追溯信息属性的消费者偏好分析[J]．中国农村经济，2015,31(6):47-62,73Wu L H,Qin S S,Zhu D,Li Q G,Hu W Y.Consumer preference analysis of traceable pork origin attribute and traceable information attribute[J].China Rural Economy,2015,31(6):47-62,73(in Chinese）
[10]Dickinson D L,von Bailey D.Experimental evidence on willingness to pay for red meat traceability in the United States,Canada,the United Kingdom and Japan[J].Journal of Agricultural and Applied Economics,2005,37(3):537-548
[11]Ubilava D,Foster K.Quality certification vs product traceability:Consumer preferences for informational attributes of pork in Georgia[J].Food Policy,2009,34(3):305-310
[12]Zhang C P,Bai J F,Wahl T I.Consumers’willingness to pay for traceable pork,milk,and cooking oil in Nanjing,China[J].Food Control,2012,27(1):21-28
[13]陈秀娟，秦沙沙，尹世久，吴林海．基于消费者对产地信息属性偏好的可追溯猪肉供给侧改革研究[J]．中国人口·资源与环境，2016,26(9):92-100Chen X J,Qin S S,Yin S J,Wu L H.Study on supply-side reform of traceable pork supply based on the consumers’preference of origin information attributes[J].China Population·Resources and Environment,2016,26(9):92-100(in Chinese）
[14]Abidoye B O,Harun B,Lawrence J D,Mennecke B,Townsend A M.U.S.Consumers’valuation of quality attributes in beef products[J].Journal of Agricultural and Applied Economics,2011,43(1):1-12
[15]du Plessis H J,du Rand G E.The significance of traceability in consumer decision making towards Karoo lamb[J].Food Research International,2012,47(2):210-217
[16]Lagerkvist C J,Berthelsen T,Sundstr?m K,Johansson H.Country of origin or EU/non-EU labelling of beef?Comparing structural reliability and validity of discrete choice experiments for measurement of consumer preferences for origin and extrinsic quality cues[J].Food Quality and Preference,2014,34(6):50-61
[17]Thai N T,Pensupar K.Factors affecting consumers’decision to purchase Vietgap vegetables in Hanoi,Vietnam[J].Academic Fora,2015,24(3):54-64
[18]Jin S S,Zhou L.Consumer interest in information provided by food traceability systems in Japan[J].Food Quality and Preference,2014,36(8):144-152
[19]Viegas I,Nunes L C,Madureira L,Fontes M A,Santos J L.Beef credence attributes:Implications of substitution effects on consumers’WTP[J].Journal of Agricultural Economics,2014,65(3):600-615
[20]Ortega D L,Wang H H,Olynk Widmar N J.Effects of media headlines on consumer preferences for food safety,quality and environmental attributes[J].Australian Journal of Agricultural and Resource Economics,2015,59(3):433-445
[21]Samant S S,Seo H S.Quality perception and acceptability of chicken breast meat labeled with sustainability claims vary as a function of consumers’label-understanding level[J].Food Quality and Preference,2016,49:151-160
[22]Yang,Shangho,Monteiro,Woods T A.Preferences for meat labeling in Taiwanese traditional markets:What do consumers want?[J].Journal of Food Distribution Research,2016,47(1):48-57
[23]Lewis K E,Grebitus C,Colson G,Hu W Y.German and British consumer willingness to pay for beef labeled with food safety attributes[J].Journal of Agricultural Economics,2017,68(2):451-470
[24]Alfnes F,Guttormsen A G,Steine G,Kolstad K.Consumers’willingness to pay for the color of salmon:A choice experiment with real economic incentives[J].American Journal of Agricultural Economics,2006,88(4):1050-1061
[25]Grebitus C,Jensen H H,Roosen J,Sebranek J G.Fresh meat packaging:Consumer acceptance of modified atmosphere packaging including carbon monoxide[J].Journal of food protection,2013,76(1):99-107
[26]Owusu-sekyere E.Consumer preferences and willingness to pay for beef attributes in Ghana[D].Bloemfontein:University of the Free State,2014
[27]Berges M,Casellas K,Rodriguez R,Errea D.Willingness to pay for quality attributes of fresh beef implications on the retail marketing[J].Microbiology,2015,160(10):279-286
[28]姜利红，潘迎捷，谢晶，晏绍庆，秦玉清．基于HACCP的猪肉安全生产可追溯系统溯源信息的确定[J]．中国食品学报，2009,9(2):87-91Jiang L H,Pan Y J,Xie J,Yan S Q,Qin Y Q.Determination of the pork safety production traceability system’s information based on HACCP[J].Journal of Chinese Institute of Food Science and Technology,2009,9(2):87-91(in Chinese）
[29]张可，柴毅，翁道磊，翟茹玲．猪肉生产加工信息追溯系统的分析和设计[J]．农业工程学报，2010,26(4):332-339Zhang K,Chai Y,Weng D L,Zhai R L.Analysis and design of information traceability system for pork production supply chain[J].Transactions of the Chinese Society of Agricultural Engineering,2010,26(4):332-339(in Chinese）
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① 按照部分析因设计(Fractional Factorial Design)的要求,最少任务数=总层次数目-总属性数目+1。本研究设计中,总层次数目为12,总属性数目为4。最少任务数为9。
(1)上海300多人瘦肉精中毒问题猪肉具有检疫证明,新浪网,http://news.sina.com.cn/c/h/2006-09-17/103311030026.shtml
(2)央视315曝光的新型瘦肉精,深圳新闻网,http://www.sznews.com/mb/content/2017-03/16/content_15677745.htm
(3)即瘦肉精检测结果符合国家标准要求:瘦肉精在畜禽肉中的含量不得超过0.01 mg/kg。
(4)效应编码与虚拟编码一样,是分类变量的赋值方法,不同之处在于参照变量的定义。以可追溯信息为例,虚拟变量中可追溯条形码显示养殖信息、屠宰加工信息、运输销售信息(X1)的定义为X2=0;X3=0,而在效应代码中,X1的定义则为X2=-1;X3=-1。