消费者质量安全认知对转基因食品购买意愿研究以转基因大豆油为例

STUDY ON THE INFLUENCE OF CONSUMERS’ QUALITY AND SAFETY COGNITION ON THE WILLINGNESS TO PAY FOR GENETICALLY MODIFIED FOODSTAKE GENETICALLY MODIFIED SOYBEAN OIL AS AN EXAMPLE

关键词:  转基因大豆油  质量安全认知  购买意愿  支付水平  双栏模型  计划行为理论

Key words:  genetically modified soybean oil  cognition of quality and safety  willingness to buy  level of payment  double-hurdle model  theory of planned behavior

摘要:

消费者对转基因农产品的质量安全认知直接关系到转基因农产品的市场化进程，以转基因大豆油为例，文章通过对大豆主产区1 324位消费者微观调查数据的分析，了解消费者对转基因农产品的购买意愿和支付水平并分析其影响因素，对引导消费者理性对待转基因农产品，实现我国转基因生物技术持续健康发展具有重要意义。在计划行为理论框架下利用双栏模型实证分析消费者质量安全认知对转基因食品购买意愿与支付水平的影响。消费者对转基因大豆油的质量安全认知水平较低，尤其对营养成分属性知之甚少，普遍对转基因大豆油质量安全缺乏信心。核心解释变量中营养价值认知、质量风险认知显著正向影响购买意愿，外观认知则对支付水平影响显著。控制变量中，年龄、家庭收入、大豆油购买习惯及家庭购买决策权对购买意愿及支付水平影响显著。消费者对转基因农产品的质量安全认知水平尚需提高，购买意愿主要由产品质量决定，支付水平则受收入及产品外观包装影响。因此建议加强转基因科普教育，提高公众转基因农产品质量安全认知；多部门协同从检测、监管、立法多方面协同实现转基因农产品质量监督，提高消费信心；致力于转基因生物技术研发，立法保护生物技术专利，抢占转基因技术制高点，提升转基因农产品营养品质。

Abstract:

Consumers' awareness of the quality and safety of genetically modified(GM) agricultural products is directly related to the marketization process of GM agricultural products. Taking GM soybean oil as an example, through the analysis of 1 324 consumer micro-survey data in the main soybean producing areas, it was possible to understand the consumers' willingness to purchase and pay for GM agricultural products as well as analyze the influencing factors, which will be of great significance to guide consumers to treat GM agricultural products rationally and realize the sustained and healthy development of GM biotechnology in China. In addition, under the framework of planned behavior theory, the influence of consumer quality and safety cognition on the willingness to purchase and pay for genetically modified food was empirically analyzed by using the double hurdle model. What’s more, the consumers' awareness of the quality and safety of GM soybean oil was at a low level, especially little knowledge of the nutritional composition attributes, and there was a general lack of confidence in the quality and safety of GM soybean oil. Nutritional value cognition and quality risk cognition in the core explanatory variables significantly positively affected the willingness to purchase, while appearance cognition had a significant impact on the level of payment. Among the control variables, age, household income, soybean oil purchase habits and household purchasing decision-making power had a significant impact on the willingness to purchase and the level of payment. To sum up, the level of consumers' awareness of the quality and safety of GM agricultural products still needs to be improved; the willingness to buy is mainly determined by product quality, while the level of payment is affected by income and product appearance packaging. Therefore, it is proposed to strengthen the education of GM science and technology, improve the public's awareness of the quality and safety of GM agricultural products, multi-sectoral coordination from testing, supervision and legislation to achieve quality supervision of GM agricultural products, improve consumer confidence, meanwhile, it should be committed to research and development of GM biotechnology, legislate to protect biotechnology patents, seize the commanding heights of GM technology, so as to improve the nutritional quality of GM agricultural products.