中文摘要：研究以苹果为对象，采用第N价格实验拍卖法分析了中国消费者对能提供简短或详细的商品信息的可追溯体系的支付意愿。结果表明，消费者对食品可追溯体系有着积极的支付意愿，但对可追溯体系详细信息的支付意愿要比简短信息的支付意愿高10%以上。男性、已婚及受教育水平低的群体对能提供详细信息的追溯体系具有更高的支付意愿，而身体健康状况较好的消费者对这一追溯体系的支付意愿较低。该研究表明，消费者对能提供质量认证和食品生产过程中详细的化学物质、施肥、杀虫剂等信息的质量追溯体系兴趣最浓。
外文摘要：There is no consensus about whether the food traceability system planned for construction in China or other countries should record detailed information like the beef traceability system in Japan, or simple abbreviated information similar to that provided in the USA. Using apple as a research subject, we adopted random nth price experimental auction to investigate the willingness to pay (WTP) for traceability based on abbreviated and detailed information among consumers in China. Totally 88 participants attended the experimental auction. The results showed that consumers had a positive WTP for both types of *food* traceability system, but the average premium that consumers were prepared to pay for traceability with detailed information was 10% higher than that with abbreviated information. Males, married subjects, and those with a relatively low educational level placed a higher premium on traceability with detailed information, but consumers with good self -reported health did not want to pay a high premium for traceability with detailed inforniation. The results also showed that consumers were most interested in a *food* traceability system that provides quality certificates and details of the chemical fertilizers/pesticides used in *food* production. We discuss the implications of these results for the implementation of a *food* traceability system.
外文关键词：China； Consumer； Information； Food traceability system； Willingness to pay
作者：Jin, SS; Zhang, Y; Xu, YN
作者单位：浙江大学
期刊名称：FOOD CONTROL
期刊影响因子：3.388
出版年份：2017
出版刊次：7
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