摘要
消费扶贫是中国精准扶贫战略的重要构成部分。本文首先构建了一个理论框架,说明了消费者购买扶贫产品的决策机制和支付意愿,并重点比较了渠道化和标签化两种扶贫产品识别策略下的决策差异。随后,本文分别以大米、干木耳、鸡蛋和苹果四种初级农产品为研究对象设计了一个分组的选择实验方案,在调查数据的基础上估算了消费者在两种识别策略下对扶贫产品的支付意愿。研究发现,绝大多数消费者都认同消费扶贫理念,对扶贫产品具有不同程度的溢价支付意愿,但主动购买过扶贫产品的消费者占比仅为11.82%。扶贫产品的质量认知偏低和贫困户从扶贫产品价格中的分配比例偏低是消费扶贫发展的主要障碍。消费者在两种识别策略下的支付意愿差异并不稳健,两种策略各有优缺点,相比之下,渠道化策略的优势在于消费者对其扶贫效果和贫困户的分配比例认知较高,而劣势在于消费者对扶贫产品的质量认知偏低。
Consumption-led poverty relief is an important part of China’s targeted poverty alleviation strategy.This article constructs a theoretical framework to explain consumers’decision-making mechanism and willingness to pay(WTP)for poverty alleviation products(PAPs).Particular attention is focused on two identification strategies of PAPs.One is to establish a new sales channel for PAPs,and the other is to label PAPs.Taking rice,dried fungi,eggs,and apples as examples,the study designs several random choice experiments.With data from an online survey,it estimates WTPs for PAPs under the two identification strategies in each sample.The study finds that most consumers demonstrate WTPs for PAPs.However,only 11.82%of them have actively purchased PAPs in the real world.Perception of low quality and low proportion of poor households in the price distribution are two main obstacles to consumption-led poverty relief.The difference in WTPs between the two identification strategies is not robust.Each strategy has its own advantages and disadvantages.The advantage of the channel strategy is that consumers have a higher cognition of its poverty alleviation effect and the distribution proportion of poor households,while its disadvantage is that consumershavea lowercognition ofthe qualityof PAPs.
出处
《中国农村经济》
CSSCI
北大核心
2021年第3期24-45,共22页
Chinese Rural Economy
基金
国家社会科学基金青年项目“我国城乡居民的食品可持续消费行为研究”(项目编号:18CJY014)
国家自然科学基金重点项目“食品安全消费者行为与风险交流策略研究”(项目编号:71633005)的资助
关键词
消费扶贫
选择实验
支付意愿
Poverty Alleviation Through Consumption
Choice Experiment
Willingness to Pay
