福建省茶叶消费者有机茶支付意愿及其影响因素研究
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摘要
如今,农业食品安全事件频频发生,农业生产过程中对环境的污染与破坏与日俱增。为了改善这种情况,科学家们提出了各种各样的保护措施,发现了多种农业生产模式,有机农业就是这样应运而生的。有机茶也随着这股有机农业的大潮流产生了并得到了人们的认可。近年来世界各茶叶种植大国都在不断的扩大有机茶种植面积,中国于1990年开始种植生产有机茶,如今我国种植有机茶超过100万亩,年产量超过100,000 t,年消费量超50,000 t,面对如此巨大的新兴市场我们有必要对此做一些了解。本文从福建省消费者有机茶支付意愿研究出发,旨在了解消费者的有机茶支付意愿及其影响因素,并以此为依据进行生产和管理,确保有机茶行业的可持续发展。
本文的主要研究方法是采用国际上通行的假想价值评估法(简称CVM)来研究消费者有机茶支付意愿,并且根据茶叶消费的特性采取开放式法来引导消费者的支付意愿。本研究由于时间和精力的限制,根据福建省各城市特点,综合考虑各种因素选取福州市作为问卷调查对象,采用调查员面访的方式,共获得256份有效问卷。
研究结果表明,对同品质的200元/ kg常规茶,消费者愿意支付平均338.52元/ kg的价格来购买有机茶,其价格溢出为69.26%;对同品质的400元/ kg常规茶,消费者愿意支付平均616.76元/ kg的价格来购买有机茶,其价格溢出为54.38%;对同品质的1,000元/ kg常规茶,消费者愿意支付平均1,394.16元/ kg的价格来购买有机茶,其价格溢出为39.42%。此外本文还就影响消费者支付意愿的影响因素进行了分析。
Nowadays, there are more and more security incidents in wagralim and environ- mental pollution and damages in agricultural industry.Scientists have put forward various protective measures and agricultural industry models for improving situation, and which bringing forth the organic agriculture.In this trend ,organic tea has also improved enormously and has been accepted by the public.In recent years the area of organic tea are constantly extending,in 1990 China had began with planting organic tea ,today we have more than 1,000,000 mu of organic tea;every year we have more then 100,000t organic and every year we have the consumption is 50,000t more,for this huge market,we are necessary to acquaintanse it.Through the study of the WTP of ,we can also know the influence factors on it,and with which we can carry out a more reasonable production and management to insure sustainable development of organic tea industry.
The main purpose of this paper is to apply Contingent Valuation Method (CVM), which is general research method to measure consumer willingness to pay for organic tea,to study the situation in China.According to the usage of Open-Ended of CVM we can get the WTP of costomers.Because of the limitation of time and energy,we overall considerate the various factors we choose Fuzhou as the place in which we made questionnaire through technical question format and econometrics method ,we got 256 respondents, WTP.
Form the collected data ,relative to the same quality regular tea which the price is 200yuan/ kg,customers willingness to pay 338.52yuan/ kg for organic tea,which is equivalent to an increase of 69.26%;relative to the same quality regular tea which the price is 400yuan/ kg, customers willingness to pay 616.76yuan/ kg for organic tea,which is equivalent to an increase of 54.38%;relative to the same quality regular tea which the price is 1,000yuan/ kg, customers willingness to pay 1,394.16yuan/ kg for organic tea,which is equivalent to an increase of 39.42%.Besides,the effects of consumers, characteristics on the willingness to pay are also discussed in this paper.
本文的主要研究方法是采用国际上通行的假想价值评估法(简称CVM)来研究消费者有机茶支付意愿,并且根据茶叶消费的特性采取开放式法来引导消费者的支付意愿。本研究由于时间和精力的限制,根据福建省各城市特点,综合考虑各种因素选取福州市作为问卷调查对象,采用调查员面访的方式,共获得256份有效问卷。
研究结果表明,对同品质的200元/ kg常规茶,消费者愿意支付平均338.52元/ kg的价格来购买有机茶,其价格溢出为69.26%;对同品质的400元/ kg常规茶,消费者愿意支付平均616.76元/ kg的价格来购买有机茶,其价格溢出为54.38%;对同品质的1,000元/ kg常规茶,消费者愿意支付平均1,394.16元/ kg的价格来购买有机茶,其价格溢出为39.42%。此外本文还就影响消费者支付意愿的影响因素进行了分析。
Nowadays, there are more and more security incidents in wagralim and environ- mental pollution and damages in agricultural industry.Scientists have put forward various protective measures and agricultural industry models for improving situation, and which bringing forth the organic agriculture.In this trend ,organic tea has also improved enormously and has been accepted by the public.In recent years the area of organic tea are constantly extending,in 1990 China had began with planting organic tea ,today we have more than 1,000,000 mu of organic tea;every year we have more then 100,000t organic and every year we have the consumption is 50,000t more,for this huge market,we are necessary to acquaintanse it.Through the study of the WTP of ,we can also know the influence factors on it,and with which we can carry out a more reasonable production and management to insure sustainable development of organic tea industry.
The main purpose of this paper is to apply Contingent Valuation Method (CVM), which is general research method to measure consumer willingness to pay for organic tea,to study the situation in China.According to the usage of Open-Ended of CVM we can get the WTP of costomers.Because of the limitation of time and energy,we overall considerate the various factors we choose Fuzhou as the place in which we made questionnaire through technical question format and econometrics method ,we got 256 respondents, WTP.
Form the collected data ,relative to the same quality regular tea which the price is 200yuan/ kg,customers willingness to pay 338.52yuan/ kg for organic tea,which is equivalent to an increase of 69.26%;relative to the same quality regular tea which the price is 400yuan/ kg, customers willingness to pay 616.76yuan/ kg for organic tea,which is equivalent to an increase of 54.38%;relative to the same quality regular tea which the price is 1,000yuan/ kg, customers willingness to pay 1,394.16yuan/ kg for organic tea,which is equivalent to an increase of 39.42%.Besides,the effects of consumers, characteristics on the willingness to pay are also discussed in this paper.
引文
[1]吴成建.有机产品与有机茶的证历史和现状[J].中国茶叶,2009,(12):12-14.
[2]吴志丹,翁伯琦.中国有机茶发展动态与若干对策[J].中国农学通报,2009,25(02):246-249.
[3]陈宗懋.世界主要产茶国有机茶生产的发展现状与主要技术[J].首届中国(珠海)茶叶经济科技论坛,中国茶叶流通协会第是七届年会,中国茶叶学会2001年年会会议资料,2001.
[4]中国食品科技网. http://www.tech-food.com/kndata/1026/0052628.htm
[5]刘新,傅尚文,张优,等.有机茶在我国的实践[J].中国生态农业学,2005,13(3):183-185.
[6]朱仲海.2009年我国产销形势分析[J].广东茶叶,2009(6):16-19.
[7]张优,汪秋红.中国有机茶产业发展初探[J].中国农学通报,2010,26(19):40-45.
[8]新华网. http://forum.home.news.cn/thread/73565928/1.html
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[11]Boccaletti S.and Nardella M .,“Consumer Willingness to Pay for Pesticide-free Fresh Fruit and Vegetables in Italy”,International Food and Agribusiness Management Review,2000(3), 297-310.
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[13]杨宝路,邹骥.北京市环境质量改善的居民支付意愿研究[J].中国环境科学,2009,2(11):1209-1214.
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[16]张志强,徐中民,程国栋.条件价值评估法的发展与运用[J].地球科学进展,2003(18)3: 454-464.
[17]Hanemann W.H.,“Welfare Evaluation in Contingent Valuation Experimengs with Discrete Responses”,American Journal of Agricultural Economics,1984,66(3):332-341.
[18]彭希哲,田文华.上海市空气污染疾病经济损失的意愿支付研究[J].世界经济文汇,2003,2.
[19]杨开忠,白墨,李剑锋,等.关于意愿调查价值评估法在我国环境领域运用的可行性探讨——以北京市居民支付意愿研究为例[J].地球科学进展,2002,6:220-230.
[20]薛达元.长白山自然保护区生物多样性非使用价值评估[J].中国环境科学,2000,20 (2):141-145.
[21]徐中民,张志强,程国栋,等.额济纳旗生态系统恢复的总经济价值评估[J].地理学报, 2002,57(1):107-116.
[22]尹世久,吴林海,陈默.基于支付意愿的有机食品需求分析[J].农业技术经济,2008, 5:81-88.
[23]姜友雪,王登良.消费者对安全茶叶的支付意愿——基于广州市消费者的实证研究[J].广东农业科学,2009,6:272-274.
[24]Willer,H.& Yussefi.The World of Organic Agriculture:Statistics and Emerging Trends. Intermational Federation of Organic Agriculture movements(IFOAM),2006
[25]孟凡乔,乔玉辉.国际有机食品市场现状、发展趋势及其前景分析[J].农业科技,2004,(2):11-13.
[26]钟甫宁,陈希,叶锡君.转基因食品标签与消费者的偏好[J].经济学(季刊),2006,7:1316-1318.
[27]诸文娟.影响生产者选择生产有机农产品的因素分析—江苏省茶场为例[z]硕士论文2007.
[28]Zanoli.TheEuropean Consumeand Organic Food,Organic Marketing Initiativesand Rural Development,2004(4):135-146.
[29]周应恒,彭晓佳.消费者对食品安全支付意愿[J].经济学(季刊),2006,1319-1342.
[20]周应恒,彭晓佳.江苏城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006,(7):1319-1342.
[31]李正明.国际有机食品市场及我国有机食品的发展[J].国际贸易问题,2002,(6):28-31.
[32]韩宝瑜,崔林,董文霞.有机,无公害和普通茶园管理方式对节肢动物群落和主要害虫的影响[J].生态学报,2006,26(5):1438-1442.
[33]王林萍,林金科,庄佩芬,等.常规茶与有机茶比较的经济分析[J].福建农林大学学报(哲学社会科学版),2005,8(3):60-62.
[34]Flemming Ekelund et al.The effect of three different pesticides on soil protozoana ctivity[J]. Pesticide Science,1994,42:71-78.
[35]陈宗懋.世界有机茶生产中的一些新思路[J].中国茶叶,2002,22(4):7-9.
[36]杨东鹏.有机管理措施对有机茶园生物群里的影响[D].中国农业大学:2004
[37]Tilman,D.et al.Productivity and sustainability influenced by biodiversity in grassland ecosystems [J].Nat ure,1996,379(22):718–720.
[38]高振宁,卢东,肖兴基.有机茶领跑中国环境友好型农业[J].环境经济,2008,(1):46-52.
[39]周应恒,霍丽玥.食品安全经济学导入及其研究动态[J].现代经济探讨,2004,8:23-26.
[40]樱井卓治,加贺爪优.食品安全与营养的经济学[M].东京:农林统计协会,2002年.
[41]周应恒,霍丽玥.食品质量安全问题的经济学思考[M].南京农业大学学报,2003,6
[42]吴海华,王志江.食品安全问题的信息不对称分析[J].消费经济;2005,02
[43]余浩然,周德翼.食品安全中政府·生产商和零售商的博弈分析[J].安徽农业科学,2005,08
[44]周洁红.消费者对蔬菜安全的态度,认知和购买行为分析——基于浙江省城市和城镇消费者的调查统计[J].中国农村经济,2004,11
[45]周应恒,霍丽玥,彭晓佳.食品安全:消费者态度、购买意愿及信息的影响——对南京市超市消费者的调查分析[J].中国农村经济,2004,11
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[2]吴志丹,翁伯琦.中国有机茶发展动态与若干对策[J].中国农学通报,2009,25(02):246-249.
[3]陈宗懋.世界主要产茶国有机茶生产的发展现状与主要技术[J].首届中国(珠海)茶叶经济科技论坛,中国茶叶流通协会第是七届年会,中国茶叶学会2001年年会会议资料,2001.
[4]中国食品科技网. http://www.tech-food.com/kndata/1026/0052628.htm
[5]刘新,傅尚文,张优,等.有机茶在我国的实践[J].中国生态农业学,2005,13(3):183-185.
[6]朱仲海.2009年我国产销形势分析[J].广东茶叶,2009(6):16-19.
[7]张优,汪秋红.中国有机茶产业发展初探[J].中国农学通报,2010,26(19):40-45.
[8]新华网. http://forum.home.news.cn/thread/73565928/1.html
[9]Caswell J..“Valuing the Benefits and Costs of Improved Food Safety and Nutrition”,The Australian Journal of Agricultural and Resource Economics,1998,42(4),409-424.
[10]Buzby J.,skees J.,and Ready R.,“Using contingent valuation to value food safety:a case study of grapefruit and pesticide residues,inJ.A.Caswell(Ed.),Valuing Food Safety and Nutrition, Boulder,219-256,CO:Westview Press,1995.
[11]Boccaletti S.and Nardella M .,“Consumer Willingness to Pay for Pesticide-free Fresh Fruit and Vegetables in Italy”,International Food and Agribusiness Management Review,2000(3), 297-310.
[12]彭晓佳.江苏省城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[D].南京:南京农业大学,2006.
[13]杨宝路,邹骥.北京市环境质量改善的居民支付意愿研究[J].中国环境科学,2009,2(11):1209-1214.
[14]Davis R.K.Recreation planning as an economic problem [J ]. Natural Resources Journal,1963, (3):239-249.
[15]Loomis J B.Contingent valuation methodology and the US institutional framework[A].in Bateman I J,Willis K G,eds.Valuing Environ-mental Preferences:Theory and Practice of the Contingent Valuation Method in the US,EU and Developing Countries[C].New York :Ox2ford University Press,1999.613-627.
[16]张志强,徐中民,程国栋.条件价值评估法的发展与运用[J].地球科学进展,2003(18)3: 454-464.
[17]Hanemann W.H.,“Welfare Evaluation in Contingent Valuation Experimengs with Discrete Responses”,American Journal of Agricultural Economics,1984,66(3):332-341.
[18]彭希哲,田文华.上海市空气污染疾病经济损失的意愿支付研究[J].世界经济文汇,2003,2.
[19]杨开忠,白墨,李剑锋,等.关于意愿调查价值评估法在我国环境领域运用的可行性探讨——以北京市居民支付意愿研究为例[J].地球科学进展,2002,6:220-230.
[20]薛达元.长白山自然保护区生物多样性非使用价值评估[J].中国环境科学,2000,20 (2):141-145.
[21]徐中民,张志强,程国栋,等.额济纳旗生态系统恢复的总经济价值评估[J].地理学报, 2002,57(1):107-116.
[22]尹世久,吴林海,陈默.基于支付意愿的有机食品需求分析[J].农业技术经济,2008, 5:81-88.
[23]姜友雪,王登良.消费者对安全茶叶的支付意愿——基于广州市消费者的实证研究[J].广东农业科学,2009,6:272-274.
[24]Willer,H.& Yussefi.The World of Organic Agriculture:Statistics and Emerging Trends. Intermational Federation of Organic Agriculture movements(IFOAM),2006
[25]孟凡乔,乔玉辉.国际有机食品市场现状、发展趋势及其前景分析[J].农业科技,2004,(2):11-13.
[26]钟甫宁,陈希,叶锡君.转基因食品标签与消费者的偏好[J].经济学(季刊),2006,7:1316-1318.
[27]诸文娟.影响生产者选择生产有机农产品的因素分析—江苏省茶场为例[z]硕士论文2007.
[28]Zanoli.TheEuropean Consumeand Organic Food,Organic Marketing Initiativesand Rural Development,2004(4):135-146.
[29]周应恒,彭晓佳.消费者对食品安全支付意愿[J].经济学(季刊),2006,1319-1342.
[20]周应恒,彭晓佳.江苏城市消费者对食品安全支付意愿的实证研究——以低残留青菜为例[J].经济学,2006,(7):1319-1342.
[31]李正明.国际有机食品市场及我国有机食品的发展[J].国际贸易问题,2002,(6):28-31.
[32]韩宝瑜,崔林,董文霞.有机,无公害和普通茶园管理方式对节肢动物群落和主要害虫的影响[J].生态学报,2006,26(5):1438-1442.
[33]王林萍,林金科,庄佩芬,等.常规茶与有机茶比较的经济分析[J].福建农林大学学报(哲学社会科学版),2005,8(3):60-62.
[34]Flemming Ekelund et al.The effect of three different pesticides on soil protozoana ctivity[J]. Pesticide Science,1994,42:71-78.
[35]陈宗懋.世界有机茶生产中的一些新思路[J].中国茶叶,2002,22(4):7-9.
[36]杨东鹏.有机管理措施对有机茶园生物群里的影响[D].中国农业大学:2004
[37]Tilman,D.et al.Productivity and sustainability influenced by biodiversity in grassland ecosystems [J].Nat ure,1996,379(22):718–720.
[38]高振宁,卢东,肖兴基.有机茶领跑中国环境友好型农业[J].环境经济,2008,(1):46-52.
[39]周应恒,霍丽玥.食品安全经济学导入及其研究动态[J].现代经济探讨,2004,8:23-26.
[40]樱井卓治,加贺爪优.食品安全与营养的经济学[M].东京:农林统计协会,2002年.
[41]周应恒,霍丽玥.食品质量安全问题的经济学思考[M].南京农业大学学报,2003,6
[42]吴海华,王志江.食品安全问题的信息不对称分析[J].消费经济;2005,02
[43]余浩然,周德翼.食品安全中政府·生产商和零售商的博弈分析[J].安徽农业科学,2005,08
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