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本文运用北京、天津和石家庄三市的调查数据,选取液态奶(220ml)为研究对象,利用假设价值评估法研究了消费者安全液态奶的支付意愿及其影响因素。研究发现:消费者安全液态奶的平均支付意愿为每袋多支付0.15元,消费者可以接受的价格涨幅为10%,其消费信心较低。为了提升消费信心,改善食品安全状况,政府应加强监管,定期公布食品检验报告,增加透明度;同时应建立第三方检测体系,并加强行业自律。
This article uses the survey data of Beijing, Tianjin and Shijiazhuang, and selects liquid milk (220ml) as the research object. It uses the hypothesis value assessment method to study the willingness to pay and its influencing factors for consumer safe liquid milk. The study found that the average willingness to pay for liquid milk for consumers is 0.15 yuan more per bag, and the price increase that consumers can accept is 10%, and their consumer confidence is low. In order to increase consumer confidence and improve food safety, the government should strengthen supervision, regularly publish food inspection reports, and increase transparency; at the same time, it should establish a third-party inspection system and strengthen industry self-discipline.