城市居民低碳农产品支付意愿及影响因素研究——基于上海市低碳蔬菜的实证
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摘要
研究城市居民对低碳蔬菜支付意愿及其影响因素,对有效开拓低碳农产品市场,促进农业碳排放减量有重要意义。基于条件价值评估法,调查了上海市居民对贴有低碳标签的蔬菜消费情况,运用稳健Logistic回归模型和稳健Tobit回归模型,分析城市居民对低碳蔬菜的购买意愿与支付水平,探讨了显著影响低碳蔬菜购买意愿与支付水平的因素。结果表明:受访居民的支付意愿与支付水平存在较大分异,有92%的受访居民有购买意愿,但额外支付水平仅为6%。性别和消费习惯等因素显著影响受访者对低碳蔬菜的购买意愿;家庭人口数量等因素显著影响受访者对低碳蔬菜的支付水平。对碳标签认知程度和受教育水平对购买意愿与支付水平均有显著作用。因此,要推动低碳农产品市场的建设,必须要加大宣传力度,同时应根据购买意愿和支付水平对蔬菜购买地点的敏感性,选取适合的渠道销售低碳蔬菜,并通过发展循环农业等方式降低低碳蔬菜的生产成本。
Understanding the willingness of urban residents to pay for low-carbon agricultural products and its influencing factors is of great significance to establish the low-carbon agricultural product market to reduce agricultural carbon emission.Based on a survey data of urban residents in Shanghai,and applying the contingent valuation method,this paper explored China's urban residents' willingness to pay for vegetables with carbon labels.Results indicate that:1) 92% of the respondents are willing to buy vegetables with carbon labels and they are only willing to pay an additional fee of 6% for low-carbon vegetables;2) gender,education level,awareness of carbon labeling,and consumption habits affect the respondents' willingness to buy the low-carbon vegetables;and 3) education level,household size,and awareness of carbon labeling significantly affect the respondents' willingness to pay an additional premium.Based on the above results,this paper suggests to increase publicity for promoting the construction of low-carbon agricultural product market,to select appropriate channels for low-carbon agricultural products,and to reduce the production costs of low-carbon agricultural products by developing recycling agriculture.
Understanding the willingness of urban residents to pay for low-carbon agricultural products and its influencing factors is of great significance to establish the low-carbon agricultural product market to reduce agricultural carbon emission.Based on a survey data of urban residents in Shanghai,and applying the contingent valuation method,this paper explored China's urban residents' willingness to pay for vegetables with carbon labels.Results indicate that:1) 92% of the respondents are willing to buy vegetables with carbon labels and they are only willing to pay an additional fee of 6% for low-carbon vegetables;2) gender,education level,awareness of carbon labeling,and consumption habits affect the respondents' willingness to buy the low-carbon vegetables;and 3) education level,household size,and awareness of carbon labeling significantly affect the respondents' willingness to pay an additional premium.Based on the above results,this paper suggests to increase publicity for promoting the construction of low-carbon agricultural product market,to select appropriate channels for low-carbon agricultural products,and to reduce the production costs of low-carbon agricultural products by developing recycling agriculture.
引文
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[20]Pothitou M,Hanna R F,Chalvatzis K J.Environmental knowledge,pro-environmental behaviour and energy savings in households:An empirical study[J].Applied Energy,2016,184(6):1217-1229.
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[22]刘晓琳,吴林海,徐玲玲.消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究[J].中国人口·资源与环境,2015,25(8):170-176.Liu X L,Wu L H,Xu L L.Study of factors affecting consumer willingness to pay for certified traceable tea in China[J].China Population,Resources and Environment,2015,25(8):170-176.
[23]韩成英,齐振宏,朱萌.种稻大户种粮积极性影响因素实证研究--基于江苏两市的调查[J].农业现代化研究,2016,37(2):310-317.Han C Y,Qi Z H,Zhu M.Study on the influencing factors of planting enthusiasm of large rice farms:Based on the survey of two cities in Jiangsu Province[J].Research of Agricultural Modernization,2016,37(2):310-317.
[24]彭迪云,马诗怡,白锐.城镇居民低碳消费行为影响因素的实证分析--以南昌市为例[J].生态经济,2014,30(12):119-122.Peng D Y,Ma S Y,Bai R.The empirical analysis of influence factors on the low-carbon consumption behavior of urban residents:Taking Nanchang as an example[J].Ecological Economy,2014,30(12):119-122.
[25]石洪景.基于Logistic模型的城市居民低碳消费意愿研究[J].北京理工大学学报(社会科学版),2015,17(5):25-35.Shi H J.Research on urban residents'willingness for low-carbon consumption based on logistic model[J].Journal of Beijing Institute of Technology(Social Sciences Edition),2015,17(5):25-35.
[26]孟艾红.城市居民低碳消费行为影响因素的实证分析[J].中国城市经济,2011(23):75-78,80.Meng A H.An empirical analysis of the influencing factors of urban residents'low carbon consumption behavior[J].China Urban Economy,2011(23):75-78,80.
[27]贺爱忠,盖延涛,李韬武.农村居民低碳消费行为影响因素的实证研究[J].安全与环境学报,2011,11(5):138-143.He A Z,Gai Y T,Li T W.Empirical study of factors influencing the low-carbon consumption behavior of rural residents[J].Journal of Safety and Environment,2011,11(5):138-143.
[28]石洪景.城市居民低碳消费行为及影响因素研究--以福建省福州市为例[J].资源科学,2015,37(2):308-317.Shi H J.Factors affecting urban residents'low-carbon consumption behavior in Fuzhou[J].Resources Science,2015,37(2):308-317.
[29]汪兴东,景奉杰.城市居民低碳购买行为模型研究--基于五个城市的调研数据[J].中国人口·资源与环境,2012,22(2):47-55.Wang X D,Jing F J.Model research on residents'low-carbon purchasing behavior base on the survey data in five cities[J].China Population,Resources and Environment,2012,22(2):47-55.
[30]田云,张俊飚,何可,等.农户农业低碳生产行为及其影响因素分析--以化肥施用和农药使用为例[J].中国农村观察,2015(4):61-70.Tian Y,Zhang J B,He K,et al.Analysis of farmers'low carbon production behavior and its influencing factors:Take chemical fertilizer application and pesticide use as examples[J].China Rural Survey,2015(4):61-70.
[31]王珊珊,张广胜.农户低碳生产行为评价指标体系构建及应用[J].农业现代化研究,2016,37(4):641-648.Wang S S,Zhang G S.Construction and application of evaluation index system for low-carbon production behaviors of rural households[J].Research of Agricultural Modernization,2016,37(4):641-648.
[32]Sudman,S.Applied Sampling[M]//Rossi P H,Wright J D,Anderson A B,et al.Handbook of survey research.Academic Press,2013:145-194.
[2]高鸣,宋洪远.中国农业碳排放绩效的空间收敛与分异--基于Malmquist-luenberger指数与空间计量的实证分析[J].经济地理,2015,35(4):142-148,185.Gao M,Song H Y.Dynamic changes and spatial agglomeration analysis of the Chinese agricultural carbon emissions performance[J].Economic Geography,2015,35(4):142-148,185.
[3]胡剑波,郭风.中国主要农作物碳效率动态变化研究--基于2000-2015年数据的实证分析[J].世界农业,2017(6):134-141.Hu J B,Guo F.Study on dynamic change of carbon efficiency of main crops in China[J].World Agriculture,2017(6):134-141.
[4]Deurer M,Clothier B,Pickering A.How will carbon footprinting address the issues of reduction,mitigation,emissions trading and marketing[R/OL].The Horticulture and Food Research Institute of New Zealand:Auckland,2008.[2018-08-22].http://www.vegetableclimate.com/wp-content/uploads/2013/11/DiscussionPaper-2-How-will-carbon-footprinting-address-the-issues-ofreduction-mitigation-emissions-trading-and-marketing.pdf.
[5]宋博,穆月英.碳汇功能的设施蔬菜生态补偿机制[J].西北农林科技大学学报(社会科学版),2016,16(2):79-86.Song B,Mu Y Y.Study on agricultural ecological compensation mechanism of facility vegetable based on carbon sink[J].Journal of Northwest A&F University(Social Science Edition),2016,16(2):79-86.
[6]胡世霞,向荣彪,董俊,等.基于碳足迹视角的湖北省蔬菜生产可持续发展探讨[J].农业现代化研究,2016,37(3):460-467.Hu S X,Xiang R B,Dong J,et al.The sustainable development of vegetable production system from the carbon footprint perspective in Hubei Province[J].Research of Agricultural Modernization,2016,37(3):460-467.
[7]Tesco Plc Company.Corporate responsibility report 2011[EB/OL].(2011-06-30)[2017-07-28].https://www.tescoplc.com/media/1460/tesco_cr_report_2011.pdf.
[8]The Gallup Organisation.Europeans'attitudes towards the issue of sustainable consumption and production[R/OL].Flash Eurobarometer,2009,256.(2009-07-09)[2018-09-10].http://ec.europa.eu/commfrontoffice/publicopinion/archives/flash_arch_en.htm.
[9]Cohen M A,Vandenbergh M P.The potential role of carbon labeling in a green economy[J].Energy Economics,2012,34(S1):53-63.
[10]Sanchez M,Webber C A,Brown R E,et al.2007 Status report:Savings estimates for the ENERGY STAR(R)voluntary labeling program[R/OL].Lawrence Berkeley National Laboratory:California,2007.(2007-03-23)[2018-09-10].https://digital.library.unt.edu/ark:/67531/metadc883023/.
[11]Ward D O,Clark C D,Jensen K L,et al.Factors influencing willingness-to-pay for the ENERGY STAR?label[J].Energy Policy,2011,39(3):1450-1458.
[12]肖建红,王敏,刘娟,等.基于生态标签制度的海洋生态产品生态补偿标准区域差异化研究[J].自然资源学报,2016,31(3):402-412.Xiao J H,Wang M,Liu J,et al.Study on the regional difference of eco-compensation standards for the marine ecological products based on marine fisheries'eco-label schemes[J].Journal of Natural Resources,2016,31(3):402-412.
[13]Gadema Z,Oglethorpe D.The use and usefulness of carbon labelling food:A policy perspective from a survey of UKsupermarket shoppers[J].Food Policy,2011,36(6):815-822.
[14]张露,郭晴.碳标签对低碳农产品消费行为的影响机制--基于结构方程模型与中介效应分析的实证研究[J].系统工程,2015,33(11):66-74.Zhang L,Guo Q.Impact mechanism of carbon labeling on lowcarbon agri-product consumption behavior:An empirical research based on structural equation modeling and mediation test[J].Systems Engineering,2015,33(11):66-74.
[15]Brécard D,Hlaimi B,Lucas S,et al.Determinants of demand for green products:An application to eco-label demand for fish in Europe[J].Ecological Economics,2009,69(1):115-125.
[16]应瑞瑶,徐斌,胡浩.城市居民对低碳农产品支付意愿与动机研究[J].中国人口·资源与环境,2012,22(11):165-171.Ying R Y,Xu B,Hu H.China urban resident's motives of willingness to pay for low-carbon agricultural products[J].China Population,Resources and Environment,2012,22(11):165-171.
[17]周应恒,吴丽芬.城市消费者对低碳农产品的支付意愿研究--以低碳猪肉为例[J].农业技术经济,2012(8):4-12.Zhou Y H,Wu L F.A Study on the willingness of payment of lowcarbon agricultural products by urban consumers[J].Journal of Agrotechnical Economics,2012(8):4-12.
[18]彭雷清,廖友亮,刘吉.环境态度和低碳消费态度对低碳消费意向的影响--基于生态价值观的调节机制[J].生态经济,2016,32(9):64-67,81.Peng L Q,Liao Y L,Liu J.The influence of environmental attitude and low-carbon consumption attitude on low-carbon consumption intention based on the moderation mechanism of the ecological values[J].Ecological Economy,2016,32(9):64-67,81.
[19]魏佳,陈红,龙如银.生态人格及其对城市居民低碳消费行为的影响[J].北京理工大学学报(社会科学版),2017,19(2):45-54.Wei J,Chen H,Long R Y.Ecological personality and its influence on low carbon consumption behavior of urban residents[J].Journal of Beijing Institute of Technology(Social Sciences Edition),2017,19(2):45-54.
[20]Pothitou M,Hanna R F,Chalvatzis K J.Environmental knowledge,pro-environmental behaviour and energy savings in households:An empirical study[J].Applied Energy,2016,184(6):1217-1229.
[21]Liu Z,Ding Z,Li R,et al.Research on differences of spillover effects between international crude oil price and stock markets in China and America[J].Natural Hazards,2017,88(1):575-590.
[22]刘晓琳,吴林海,徐玲玲.消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究[J].中国人口·资源与环境,2015,25(8):170-176.Liu X L,Wu L H,Xu L L.Study of factors affecting consumer willingness to pay for certified traceable tea in China[J].China Population,Resources and Environment,2015,25(8):170-176.
[23]韩成英,齐振宏,朱萌.种稻大户种粮积极性影响因素实证研究--基于江苏两市的调查[J].农业现代化研究,2016,37(2):310-317.Han C Y,Qi Z H,Zhu M.Study on the influencing factors of planting enthusiasm of large rice farms:Based on the survey of two cities in Jiangsu Province[J].Research of Agricultural Modernization,2016,37(2):310-317.
[24]彭迪云,马诗怡,白锐.城镇居民低碳消费行为影响因素的实证分析--以南昌市为例[J].生态经济,2014,30(12):119-122.Peng D Y,Ma S Y,Bai R.The empirical analysis of influence factors on the low-carbon consumption behavior of urban residents:Taking Nanchang as an example[J].Ecological Economy,2014,30(12):119-122.
[25]石洪景.基于Logistic模型的城市居民低碳消费意愿研究[J].北京理工大学学报(社会科学版),2015,17(5):25-35.Shi H J.Research on urban residents'willingness for low-carbon consumption based on logistic model[J].Journal of Beijing Institute of Technology(Social Sciences Edition),2015,17(5):25-35.
[26]孟艾红.城市居民低碳消费行为影响因素的实证分析[J].中国城市经济,2011(23):75-78,80.Meng A H.An empirical analysis of the influencing factors of urban residents'low carbon consumption behavior[J].China Urban Economy,2011(23):75-78,80.
[27]贺爱忠,盖延涛,李韬武.农村居民低碳消费行为影响因素的实证研究[J].安全与环境学报,2011,11(5):138-143.He A Z,Gai Y T,Li T W.Empirical study of factors influencing the low-carbon consumption behavior of rural residents[J].Journal of Safety and Environment,2011,11(5):138-143.
[28]石洪景.城市居民低碳消费行为及影响因素研究--以福建省福州市为例[J].资源科学,2015,37(2):308-317.Shi H J.Factors affecting urban residents'low-carbon consumption behavior in Fuzhou[J].Resources Science,2015,37(2):308-317.
[29]汪兴东,景奉杰.城市居民低碳购买行为模型研究--基于五个城市的调研数据[J].中国人口·资源与环境,2012,22(2):47-55.Wang X D,Jing F J.Model research on residents'low-carbon purchasing behavior base on the survey data in five cities[J].China Population,Resources and Environment,2012,22(2):47-55.
[30]田云,张俊飚,何可,等.农户农业低碳生产行为及其影响因素分析--以化肥施用和农药使用为例[J].中国农村观察,2015(4):61-70.Tian Y,Zhang J B,He K,et al.Analysis of farmers'low carbon production behavior and its influencing factors:Take chemical fertilizer application and pesticide use as examples[J].China Rural Survey,2015(4):61-70.
[31]王珊珊,张广胜.农户低碳生产行为评价指标体系构建及应用[J].农业现代化研究,2016,37(4):641-648.Wang S S,Zhang G S.Construction and application of evaluation index system for low-carbon production behaviors of rural households[J].Research of Agricultural Modernization,2016,37(4):641-648.
[32]Sudman,S.Applied Sampling[M]//Rossi P H,Wright J D,Anderson A B,et al.Handbook of survey research.Academic Press,2013:145-194.
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