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农产品标识是传播农产品信息的有效途径,能够消除农产品信息不对称现象。广东省于2009年率先在我国颁布实施了农产品标识市场准入制度,因而其消费者具有较好的认知基础。通过对广州、湛江、东莞和惠州4市消费者进行实地调研,运用二元Logistic回归模型,重点研究消费者对农产品标识的认识水平以及影响其支付意愿的主要因素。研究结果表明:消费者对加贴标识农产品的认知水平和支付意愿具有正相关性,即认识水平低,支付意愿也低;另外,年龄、收入、文化程度、支付能力和农产品价格也是影响消费者支付意愿的重要因素;其中,农产品价格与支付意愿负相关,其他影响因素与支付意愿正相关。
Agricultural product labeling is an effective way to disseminate agricultural product information, which can eliminate asymmetric information of agricultural products. Guangdong Province took the lead in promulgating and implementing the market access system for agricultural product labeling in China in 2009, so its consumers have a good cognitive foundation. Through field research on consumers in Guangzhou, Zhanjiang, Dongguan and Huizhou 4 cities, using the binary logistic regression model, the paper mainly studies consumers’ awareness of agricultural product labeling and the main factors that affect their willingness to pay. The results show that consumers have a positive correlation between the cognitive level and the willingness to pay for labeling agricultural products, that is, the level of awareness is low and the willingness to pay is also low. In addition, the age, income, educational level, ability to pay and the prices of agricultural products also affect consumption Who pay the willingness of an important factor; Among them, the price of agricultural products and willingness to pay negative correlation, other factors and the willingness to pay is positively correlated.