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| 基于选择实验法的消费者对不同地膜回收利用标识玉米偏好及支付意愿研究 |
| Research on consumers′ preference and willingness to pay for corn with different plastic film recycling and utilization labels based on choice experiment method |
| Received:July 14, 2025 |
| DOI：10.13254/j.jare.2025.0704 |
| 中文关键词: 离散选择实验;文本分析;地膜回收利用标识;条件Logit模型;支付意愿 |
| 英文关键词: discrete choice experiment;text analysis;label with plastic film recycling and utilization;conditional Logit model;willingness to pay |
| 基金项目:教育部人文社科基金青年项目（23YJC790177，24YJC790230）；国家资助博士后研究人员计划项目（GZC20231307）；辽宁省社会科学规划基金项目青年项目（L22CGL019）；辽宁省哲学社会科学青年人才培养对象课题（LSLQNRC2023-058） |
| Author Name | Affiliation | E-mail | | ZHANG Junyan | School of Economics and Management, Shenyang Agricultural University, Shenyang 110866, China | | | ZHOU Yifan | School of Economics and Management, Shenyang Agricultural University, Shenyang 110866, China | | | CHEN Zhengjie | School of Economics and Management, Shenyang Agricultural University, Shenyang 110866, China | | | SUN Yiming | School of Economics and Management, Shenyang Agricultural University, Shenyang 110866, China | | | HUANG Xin | School of Public Policy and Management, Tsinghua University, Beijing 100084, China
Institute for Contemporary China Studies, Tsinghua University, Beijing 100084, China | | | YIN Guanqiu | School of Economics and Management, Shenyang Agricultural University, Shenyang 110866, China | gloriaqiuqiu@syau.edu.cn | | LI Fuduo | State Key Laboratory of Efficient Utilization of Arable Land in China/Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing 100081, China | lifuduo@caas.cn |
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| 中文摘要: |
| 为探讨消费者对不同地膜回收利用标识（包括地膜回收方式和可降解地膜）玉米产品的支付意愿及其影响因素，本研究通过设计离散选择实验，采用虚拟品牌方法，构建了包含玉米颜色、口感、有机认证、地膜回收利用标识、转基因属性、地理标识及价格等属性的即食玉米产品，设计两套选择实验卡。基于收集的 382份有效问卷构建的条件 Logit模型结果显示，消费者对玉米产品的属性偏好存在显著差异。其中玉米颜色、口感、转基因、地膜回收利用标识以及地理标识均对购买意愿产生正向影响。具体而言，消费者更倾向于为采用可降解地膜生产的玉米产品支付溢价，其最高溢价意愿为7.798元·根-1；在口感方面，消费者对甜糯玉米的偏好尤为明显，愿意额外支付11.174元·根-1；而对于有地理标识的玉米产品，消费者愿意额外支付2.688元·根-1。此外，颜色偏好方面，消费者更倾向于选择黑色玉米。为提升消费者对地膜回收和可降解地膜玉米产品的支付意愿，本研究建议在包装设计中应充分展现产品的环境属性，通过积极传达地膜覆盖、环保理念等信息，引导消费者形成绿色消费行为，从而推动地膜回收利用与可降解地膜的推广。 |
| 英文摘要: |
| This study aims to explore consumers′ willingness to pay for corn products with different plastic film recycling and utilization labels（including plastic film recycling methods and degradable plastic films）and the influencing factors through the design of discrete choice experiments. The study adopted the virtual brand method and constructed ready-to-eat corn products with attributes such as corn color, taste, organic certification, plastic film recycling and utilization labels, genetically modified attributes, geographical indications, and price. Two sets of choice experiment cards were designed. The conditional Logit model based on 382 valid questionnaires showed that consumers had significant differences in their preferences for corn product attributes. Among them, corn color, taste, genetically modified attributes, plastic film recycling and utilization labels, and geographical indications all had a positive impact on purchase intention. Specifically, consumers were more willing to pay a premium for corn products produced with degradable plastic films, with the highest premium willingness being 7.798 yuan per cob; in terms of taste, consumers had a particularly strong preference for sweet and glutinous corn, willing to pay an additional 11.174 yuan per cob; for corn products with geographical indications, consumers were willing to pay an additional 2.688 yuan per cob. In addition, in terms of color preference, consumers tended to choose black corn. To enhance consumers ′ willingness to pay for plastic film recycling and degradable plastic film corn products, this study suggests that the environmental attributes of the products should be fully displayed in the packaging design. By actively conveying information such as plastic film coverage and environmental protection concepts, consumers can be guided to form green consumption behaviors, thereby promoting the recycling and utilization of plastic films and the promotion of degradable plastic films. |
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