城镇消费者对有机农产品的购买意愿分析--以有机大米消费为研究对象

摘要

基于对北京市、武汉市城镇消费者对有机大米的消费行为调查，分析了有机农产品溢价购买意愿和边际购买意愿。运用联合分析法研究发现，当前消费者对有机农产品的溢价购买意愿倾向比较低，但边际购买意愿较高，价格过高限制了有机农产品的推广。另外，消费者对有机农产品的认知水平、品牌因素对消费者购买意愿有着重要的影响作用。%Based on the survey of Beijing and Wuhan urban consumers, the paper carries out analysis on the willingness to pay for a price premium and its marginal willingness to pay. Application of conjoint analysis study found that the current consumers' willingness tendency to pay for a price premium is on the low side; However, the consumers' marginal willingness to pay is higher. High price limits the popularization and promotion of organic agricultural products. In addition, organic and brand play an important role on the consumers' willingness to pay is very important.