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为验证自愿标签在披露乳制品质量安全信息方面的有效性,运用三轮第二价格密封拍卖方法,对哈尔滨理工大学180名学生进行了拍卖实验,并结合问卷调查的结果分析了不同标签信息刺激下,消费者对有机牛奶的补偿意愿。研究结果显示,自愿标签可以将不同质量和不同安全水平的乳制品区分开来,消费者愿意为加贴“有机标签”牛奶支付一定的溢价;消费者对有机牛奶的补偿意愿不足以抵消有机牛奶与普通牛奶的价格差;披露标签的相关信息可以影响消费者对有机牛奶的补偿意愿,而且负向信息对补偿意愿的影响大于正向信息的影响。
In order to verify the effectiveness of voluntary labeling in disclosing the quality and safety of dairy products, an auction of 180 students at Harbin University of Science and Technology was conducted using the three rounds of second price sealed auction method. Based on the results of the questionnaire survey, different labeling information stimuli Under the consumer’s willingness to compensate for organic milk. The results show that voluntary labeling can distinguish dairy products of different quality and different levels of safety, consumers are willing to pay a premium for labeling “organic” milk, and consumers’ willingness to compensate for organic milk is not enough to offset The price of organic milk is lower than that of regular milk. Disclosure of information about labels can influence consumers’ willingness to compensate for organic milk, and negative information has more influence on compensation intention than positive information.