CAJ | 학술논문

利用针对北京市城镇居民的问卷调查数据,运用选择实验法,采用多元条件Logit模型实证分析了消费者对生鲜猪肉的不同质量安全特征的偏好和支付意愿.结果表明：对猪肉产品的不同质量安全特征进行标识有助于提高消费者的效用水平;北京市城镇居民对生鲜猪肉建立质量安全可追溯体系的偏好和支付意愿最高,其次是生鲜猪肉通过产品质量安全认证、柔嫩度较好,对生鲜猪肉具有无瘦肉精和兽药残留的质量安全标识的偏好和支付意愿最低.据此提出：中国应加强生鲜猪肉质量安全可追溯体系建设;政府监管部门应规范农产品质量安全标识的申请和使用行为,确保农产品生产者进行安全生产,确保质量安全标识制度的有效实施.
이용침대북경시성진거민적문권조사수거,운용선택실험법,채용다원조건Logit모형실증분석료소비자대생선저육적불동질량안전특정적편호화지부의원.결과표명：대저육산품적불동질량안전특정진행표식유조우제고소비자적효용수평;북경시성진거민대생선저육건립질량안전가추소체계적편호화지부의원최고,기차시생선저육통과산품질량안전인증、유눈도교호,대생선저육구유무수육정화수약잔류적질량안전표식적편호화지부의원최저.거차제출：중국응가강생선저육질량안전가추소체계건설;정부감관부문응규범농산품질량안전표식적신청화사용행위,학보농산품생산자진행안전생산,학보질량안전표식제도적유효실시.
Using the data from the questionnaire survey on food consumption behavior and preference of urban residents in Beijing, this paper analyzes consumers＇ preference and willingness-to-pay for different safe-quality attributes of fresh pork by using the choice experiment method and the multinomial and conditional Logit model. The results indicate as follows：marking different safe-quality attributes of pork products helps to increase consumers＇ utility;the preference and willingness-to-pay of urban residents in Beijing for the pork with safe-quality traceable system is the highest, followed by the safe-certified pork products with pollution-free food, green food and organic food, and the third is the pork products with tenderness;consumers prefer to pay the lowest price for the pork with safe-quality mark about free residue of veterinary drug and clenbuterol. Therefore, the government should improve the legislations to strengthen the pork traceability system; the supervision departments need to standardize the producing behaviors and the application of safe-quality certification,and ensure the safe-quality mark system put into effect.