Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters
Consumer Valuation of Food Safety: The Case of Postharvest Processed Oysters
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消费者对食品安全的评价：以采后加工牡蛎为例
DOI：
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发表时间：
2014
影响因子：
1.3
通讯作者：
O. A. Morgan
中科院分区：
文献类型：
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作者：
David Bruner;W. Huth;D. McEvoy;O. A. Morgan
在实验性拍卖市场上研究了消费者购买采后加工 (PHP) 生牡蛎（即没有健康风险的牡蛎）的意愿。实验设计分解了品味、客观风险信息和四种 PHP 技术信息对消费者估值的影响。结果显示，相对不知情的消费者愿意为 PHP 和传统生牡蛎支付同等金额。然而，经过盲味测试，消费者愿意为传统生牡蛎支付较高的溢价，并且在提供有关风险和加工技术的客观信息后，溢价仍然存在。整个 PHP 技术的结果都很稳健。
Consumers’ willingness to pay for postharvest-processed (PHP) raw oysters—oysters without health risks—is studied in experimental auction markets. The experimental design decomposes the effects of taste, objective risk information, and information on four PHP technologies on consumer valuations. Results show that relatively uninformed consumers are willing to pay equivalent amounts for PHP and traditional raw oysters. However, after a blind taste test, consumers are willing to pay a significant premium for traditional raw oysters, and the premium persists after objective information on risk and processing technologies is provided. The results are robust across PHP technologies.