An Empirical Study on Consumer Food Safety Valuations: Stated Preference Approach

这项研究的目的是使用指定的偏好方法来评估消费者为食品安全买单的意愿。我们考察了价格、新鲜度、HACCP标签的使用以及生态标签(符合法律的奶牛场原料奶生产的牛奶的潜在属性，该法律通过合法执行粪便处理来保护环境)在消费者购买牛奶决策中的重要性。联合分析被用来量化与这些属性水平的变化相关的福利变化。我们发现消费者对HACCP标签、生态牛奶标签和牛奶的新鲜度有积极的认知，我们使用条件估值方法来估计购买非转基因绿色大豆的意愿。通过分析得出了以下结果。首先，在标签上张贴转基因绿色大豆内容对消费者来说是有价值的。其次，随着含量的增加，非转基因绿色大豆的WTP并不一定增加，通过选择实验得出消费者对有机番茄和常规番茄不同属性的偏好。结果显示，消费者对原产地标签和可追溯性、有机生产实践等认证食品安全的支付意愿积极，我们开发了一个网络实验性拍卖系统，并利用该系统获得了消费者对无沙门氏菌鸡蛋的支付意愿的估计。我们验证了这种实验性的拍卖方法既补充了标准的声明偏好方法，也提供了一种可行的替代方法来评估食品安全。

The purpose of this research is to evaluate consumer's willingness to pay for food safety using stated preference methods.We examined the importance of the price, freshness, use of the HACCP label, and use of the Eco label (the latent attribute of the milk produced from the raw milk of dairy farms that comply with the law, which protects the environment by legally enforcing manure treatment) in consumer's milk purchasing decisions. Conjoint analysis was used to quantify the welfare change associated with the change in the levels of these attributes. We found that consumers have a positive perception of the HACCP label, the Eco-milk label, and the freshness of the milk.We employed contingent valuation methods to estimate willingness to pay to non-genetically modified green soybeans. The following results were derived from analysis. First, posting genetically modified green soybeans contents on label is valuable to consumers. Second, as the contents increase more and more, WTP to non-genetically modified green soybeans does not necessarily increase.Choice experiments were used to elicit consumer preferences for different attributes of organic and conventional tomatoes. The results demonstrated a positive willingness to pay among consumers for certified food safety such as country of origin labeling and traceability, and organic production practices.We developed a network experimental auction system, and used this system to obtain estimates of consumer willingness to pay for Salmonella-free eggs. We verified this experimental auction method both complement and offer a viable alternative to standard stated preference methods of valuing food safety.