Understanding heterogeneous consumer preferences in Chinese milk markets: A latent class approach
Understanding heterogeneous consumer preferences in Chinese milk markets: A latent class approach
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了解中国牛奶市场的异质消费者偏好：潜在类别方法
DOI：
10.1111/1477-9552.12327
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发表时间：
2020
影响因子：
3.4
通讯作者：
Jie Xiong
中科院分区：
文献类型：
--
作者：
Xiang Wu;Bin Hu;Jie Xiong
我们研究了中国牛奶市场的消费者偏好差异。通过一个离散选择实验，我们研究了品牌、质量认证、可追溯标签和价格对消费者选择牛奶的影响。我们使用潜在类别模型确定了四个消费者群体：价格意识（9.8%），平衡思维（19.8%），健康意识（57.5%）和环境意识（12.9%）消费者。这四个部分有不同的偏好：价格意识的消费者更喜欢绿色认证;平衡思维的消费者有最高的意愿支付可追溯性标签;健康意识的消费者有很强的品牌意识;和环境意识的消费者更喜欢有机认证和可追溯性标签，并使用价格作为质量信号。消费者偏好的多样性可以用四个心理因素来解释：价格意识、食品安全意识、健康意识和环境意识。
We examine heterogeneous consumer preferences in Chinese milk markets. Using a discrete choice experiment, we examine how the brand, quality certification, traceability label and price influence consumers' milk choices. We identify four consumer segments using a latent class model: price conscious (9.8%), balanced thinking (19.8%), health conscious (57.5%), and environment conscious (12.9%) consumers. These four segments have distinct preferences: price conscious consumers prefer green certification; balanced thinking consumers have the highest willingness to pay for traceability labels; health conscious consumers have strong brand awareness; and environment conscious consumers prefer organic certification and traceability labels and use price as a quality signal. Such diversity of consumer preference can be explained by four psychological factors: price consciousness, food safety concerns, health consciousness and environmental concerns.