城乡居民安全食用油支付意愿测算∗--基于全国17个省市的问卷调查

摘要

With the development of social economy,the life that consumers pursuit is developing from subsistence to nutritional health.Based on Contingent Value Method,this paper estimates how much consumers in urban and rural would like to pay for safe oil and analyzes the influencing factors of WTP.The results show that urban consumers would like to pay 18·57% higher than the price of ordinary oil,while the rural consumers pay 15·32% higher than.What’s more,urban and rural residents’willingness to pay is mainly influenced by household characteristics,information awareness and bid values.In addition, individual characteristics of rural residents affect the payment.In particular,the effect of age of urban and rural residents is just opposite on the payment.Finally,it puts forward accordingly policy suggestions.%随着社会经济的发展和人民生活水平的提高，消费者对生活的追求正从温饱型向营养健康型转变。文章在 CVM 二分法问卷调查的基础上，运用二元 Logit 模型分别测算城乡居民对于安全食用油的支付意愿，并对影响其支付意愿的因素进行分析。结果表明，城乡居民对安全食用油的支付溢价分别为原价的18·57％和15·32％。同时，城乡居民对安全食用油的支付意愿主要受到家庭特征、信息认知和投标值的影响。此外，个体特征对农村居民关于该支付意愿也具有影响。特别地，年龄对城乡居民关于该支付意愿的影响正好相反。在此基础上，本文提出了相关政策建议。