CAJ | 학술논문

本文以环保电池与非环保电池为产品估值目标,在实验室中检验了环境态度对个体支付意愿（WTP）的影响,并通过改变电池电量信息（即产品质量属性）来检验此类信息对参与者报价的影响程度.本研究的主要发现包括：（1）个体愿意为环保产品支付更高的价格（即环境溢价）;（2）提高环保产品质量能够有效地提高个体的支付意愿,同时能够降低个体对非环保产品的支付意愿;（3）电量差异这一产品质量信息因素并没有完全进入参与者估值函数中,表现为参与者不愿意为电量的提高增加等比例的支付;（4）对于具有公共物品属性的环保产品,多数参与者表达了希望政府进行补贴的意愿.此外,在研究方法方面,本实验中关于预测其他人给出平均价格的设计和检验,从技术方面丰富了目前条件估值方法（CVM）的使用.
본문이배보전지여비배보전지위산품고치목표,재실험실중검험료배경태도대개체지부의원（WTP）적영향,병통과개변전지전량신식（즉산품질량속성）래검험차류신식대삼여자보개적영향정도.본연구적주요발현포괄：（1）개체원의위배보산품지부경고적개격（즉배경일개）;（2）제고배보산품질량능구유효지제고개체적지부의원,동시능구강저개체대비배보산품적지부의원;（3）전량차이저일산품질량신식인소병몰유완전진입삼여자고치함수중,표현위삼여자불원의위전량적제고증가등비례적지부;（4）대우구유공공물품속성적배보산품,다수삼여자표체료희망정부진행보첩적의원.차외,재연구방법방면,본실험중관우예측기타인급출평균개격적설계화검험,종기술방면봉부료목전조건고치방법（CVM）적사용.
This paper concerns how environmental attitude affects consumers＇ willingness to pay （WTP） to two kinds of batteries which have different effects on environment, by an experiment in laboratories, compared product evaluation （PV） of environmentally friendly products （EFPs） versus non-environmentally friendly prod- ucts （nEFPs） and tested the relationship between environmental attitudes and willingness to pay （WTP） for EFPs. By using Vickrey Sec- ond Price sealed auction mechanism, two treatments of experiment have been run in Laboratory for Experiment Economics, DUFE. Key findings include that：（1） individuals tend to pay more for en- vironment-friendly products, i.e., environmental premium price; （2） quality enhancement of environment-friendly products will increase its WTP, but decrease WTP for environment-unfriendly products; （3） battery capacity as product utility information has only a partial in- fluence on an individual＇s purchasing decision, which shows partic- ipants are unwilling to pay the same value for money （VFM） for the increase of battery capacity; （4） most participants have exhibited that they inclined to get government subsidy for environmental friendly products since such products are characterized with public goods. Moreover, in methodology, the research enriched the Contingent Valuation Model （CVM） by a design which extracted preferences from those who declined to participate in the bidding process in the laboratory experiment. Finally, we also found that a majority of participants in the experiments regarded environmental protection as public goods and thus expected government subsidies to EFPs. The research findings have important implications for environmen- tal policy makers. Since China＇s environmental protection system was initiated and established by a top-down process the public was slow to build their perception of environmental responsibilities. Our findings also have implications for managers. Although consumers are willing to pay environmental premium, this willingness to pay is limited. This means, the influence of environmental brands is limited to a certain percentage. Thus, manufacturers with EFPs should pay attention to their advertisement and marketing promotion.