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可追溯体系被认为是预防食品安全事故的主要政策工具之一,正受到政府生产者和消费者的重视。消费者作为水产品质量安全问题最终的受害者,对水产品可追溯的认知和支付意愿直接影响水产品质量安全程度,对于政府质量安全管理工作也具有重要的参考意义。通过对北上广城市消费者的调查,采用Probit与Ordered Probit模型对可追溯水产品消费者支付意愿做了实证分析,分析结果显示消费者对可追溯体系的态度显著影响其购买可追溯水产品的意愿,且偏效应为正;有更高安全信息需求和家庭中需要抚养小孩的人群,会更具有强烈意愿选择购买可追溯水产品以及为其支付更高的价格;中老年群体对购买可追溯水产品具有更高的消费倾向,受过高等教育、收入水平较高者更有可能为可追溯水产品支付额外的价格。根据实证分析的结果,提出了相关的政策建议。
Traceability system is considered as one of the main policy tools to prevent food safety accidents, is the attention of government producers and consumers. Consumers as the final victims of the quality and safety of aquatic products, the cognition and willingness to pay for the traceability of aquatic products directly affect the quality and safety of aquatic products, which is of great significance to the government’s quality and safety management. Based on the survey of consumers in Beichengguang City, Probit and Ordered Probit models were used to make an empirical analysis of consumers ’willingness to pay for traceable aquatic products. The results showed that consumers’ attitudes towards traceability system significantly affected their purchase of traceable aquatic products Willingness and bias to be positive; those with higher safety information needs and families who need to raise children will be more likely to choose to buy traceable aquatic products and pay higher prices for them; Aquatic products have a higher propensity to consume, and those with higher education and higher incomes are more likely to pay extra for traceable aquatic products. According to the result of empirical analysis, the relevant policy suggestions are put forward.