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信息不对称、认证有效性与消费者偏好：以有机食品为例

尹世久[著]

经济学 发展经济学 国民经济学 工业经济学 工业部门经济学 消费经济学

绿色食品 市场 消费者行为论 研究 中国

2013-11-01

978-7-5161-3712-3

321

38

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  • 内容简介
  • 书籍目录
  • 作者简介
  • 参考文献
内容简介

对于中国食品安全认证管理领域的研究人员、管理人员和参与者来说，这是一本值得一读的著作。尹世久博士为人不善言辞，但做事认真，学风严谨。他在江南大学江苏省食品安全研究基地攻读博士期间，在吴林海教授学术团队食品安全问题研究的总框架下，重点把有机食品的消费者行为与消费政策作为自己的研究方向。几年来，作为一名青年学者，他以饱满的热情，执著的追求，锲而不舍，孜孜不倦，以开放的视野，坚持跟踪国际前沿，坚持调研市场实际，对有机食品市场中的消费者偏好形成了较为深刻而独到的理解。这本书的受益者可能还不仅限于关注有机农业发展、有机食品销售和贸易的研究人员，对于关注中国食品安全和公共消费政策的人们，还有那些关注环境保护、支持可持续发展的人士和安全认证食品企业界以及政府相关职能部门的决策者，都具有一定的参考价值。
近年来，诸如“瘦肉精”、“染色馒头”、“地沟油”、“牛肉膏”、“毒豆芽”等一系列食品安全事件频繁发生，引发了社会各界对食品安全问题的普遍关注，民众对食品安全状况产生了不同程度的担忧。在这种背景下，如何建立质量安全的食品供给体系与制度，恢复消费者的信心，已成为经济社会与发展的重要议题。从国际经验看，食品安全认证制度已成为欧美等发达国家提升食品安全水平的重要途径，尤其是有机食品认证，更以其在保障食品品质、保护生态环境等方面的作用而备受推崇。
我国有机食品产业始于20世纪90年代初期，在发展初期，有机食品主要出口到国际市场。21世纪以来，随着我国经济的发展和人民生活水平的不断提高，尤其是伴随公众对食品质量安全的日益关注，有机食品逐步得到我国消费者的认可和青睐，国内有机食品市场开始进入快速发展阶段。但快速发展的同时，出现了市场体系的不完善，如国家规范有机食品产业发展的法规与标准体系不完善，管理体制和运行机制不健全，政策支持力度不够，市场运作不规范以及对获证企业的监督力度不够，支撑技术不足等。最为重要的是，我国有机食品市场诚信体系建设不够完善，在信息不对称的背景下，“劣币驱逐良币”现象严重，市场“柠檬化特征”非常明显。“茅台假有机”等丑闻使得消费者信任尚未建立便屡受打击，消费者支付意愿不足与信任缺失相伴而生，成为有机食品市场发展的瓶颈问题。因此，有必要对中国有机食品市场中的消费者偏好进行深入研究，以评估中国有机认证制度安排在缓解信息不对称方面是否发挥了应有的作用，以期为提升消费者有机食品消费偏好、促进有机食品市场健康发展寻求可行的政策路径。
作者在大量调查数据基础上，运用信息经济学、制度经济学和计量经济学等多种学科理论与方法，重点从支付意愿和信任倾向两个方面，深入研究了消费者对有机食品的偏好及其形成机制，提出了检验认证政策有效性的参考标准，总结并分析了制约中国有机食品市场发展的关键因素，揭示了有机食品市场发展的内在经济规律和矛盾，为政策制定者与企业经营者提供了促进产业发展的政策建议。
值得鼓励与肯定的是，作者坚持研究国际前沿文献，能够运用国际上较为前沿的研究方法，立足我国国情，研究我国有机食品市场发展问题。如，采用选择实验与混合Logit模型，研究了消费者对食品属性的偏好，研究了品牌、认证标签与产地等在传递食品质量安全信息方面的作用，得出“认证标签”作用已超过“品牌”等研究结论，对食品市场中消费者偏好的提升与信心重建，具有较好的参考价值。
由于我国有机食品市场形成和发展的历史较短，基本处于起步阶段，有待进一步完善和发展，关于有机食品市场运行机制的基础研究和理论研究比较薄弱，数据资料尤其是具有较高权威性和可靠度的数据非常匮乏，这就给有机食品消费者偏好的观察与研究带来了困难与制约。几年来，作者对我国有机食品市场进行了坚持不懈的研究，投入了大量时间和精力，足迹遍布山东、江苏、广东等地，取得大量一手调研数据，这为本书的实证分析和理论研究奠定了较好的基础，也为国内外学者研究我国有机食品市场发展提供了比较丰富翔实的学术参考资料，具有很好的现实意义与学术价值。
当然，诚如作者所言，由于各种原因，目前本书研究中还存在一些不足之处，尤其是由于人力物力限制，仅以山东、广东和江苏三省的部分城市为研究范围，可能导致样本对全国市场缺乏足够的代表性。尽管如此，这部著作在国内有机食品市场研究方面还是做出了富有创新性的尝试。
祝愿作者继续努力，在有机食品的消费者行为研究以及食品质量安全研究领域里做出更大的成绩。
黄祖辉
黄祖辉，浙江大学教授、博士生导师，浙江大学中国农村发展研究院（卡特）院长、教育部人文社会科学重点研究基地“浙江大学农业现代化与农村发展研究中心”主任。
2013年9月

This is a book worth reading for researchers, managers and participants in the field of food safety certification management in China. Dr. Yin Shijiu is not good at words, but he is serious and rigorous in his academic style. During his doctoral studies at the Jiangsu Food Safety Research Base of Jiangnan University, he focused on consumer behavior and consumption policy of organic food under the general framework of the research on food safety issues of Professor Wu Linhai's academic team. Over the past few years, as a young scholar, he has formed a profound and unique understanding of consumer preferences in the organic food market with full enthusiasm, persistent pursuit, perseverance, tirelessness, and open vision, insisting on tracking the international frontier, insisting on investigating the actual market. The beneficiaries of this book may not only be limited to researchers interested in the development of organic agriculture, the sale and trade of organic food, but also for those concerned with China's food safety and public consumption policies, as well as those concerned with environmental protection, support for sustainable development, and decision-makers in the safety-certified food industry and relevant government departments. In recent years, a series of food safety incidents such as "clenbuterol", "dyed steamed buns", "gutter oil", "beef paste", "poisonous bean sprouts" and so on have occurred frequently, which has aroused widespread concern from all walks of life on food safety issues, and the public has different degrees of concern about food safety. In this context, how to establish a quality and safe food supply system and system and restore consumer confidence has become an important issue in economic society and development. From the perspective of international experience, the food safety certification system has become an important way to improve the level of food safety in developed countries such as Europe and the United States, especially organic food certification, and is highly respected for its role in ensuring food quality and protecting the ecological environment. China's organic food industry began in the early 90s of the 20th century, in the early stage of development, organic food was mainly exported to the international market. Since the 21st century, with the development of China's economy and the continuous improvement of people's living standards, especially with the increasing public concern about food quality and safety, organic food has gradually been recognized and favored by Chinese consumers, and the domestic organic food market has begun to enter a stage of rapid development. However, at the same time of rapid development, there are imperfections in the market system, such as the imperfect national regulations and standard system regulating the development of the organic food industry, the imperfect management system and operation mechanism, insufficient policy support, irregular market operation and insufficient supervision of certified enterprises, and insufficient support technology. The most important thing is that the construction of the integrity system of China's organic food market is not perfect, and in the context of information asymmetry, the phenomenon of "bad money driving out good money" is serious, and the "lemonization characteristics" of the market are very obvious. Scandals such as "Moutai fake organic" have repeatedly hit consumer trust before it has been established, and consumers' lack of willingness to pay and lack of trust have been accompanied by a bottleneck in the development of the organic food market. Therefore, it is necessary to conduct in-depth research on consumer preferences in China's organic food market to evaluate whether China's organic certification system arrangement has played its due role in alleviating information asymmetry, so as to seek feasible policy paths for improving consumers' organic food consumption preferences and promoting the healthy development of organic food market. On the basis of a large number of survey data, the author uses various theories and methods such as information economics, institutional economics and econometrics, focuses on the two aspects of willingness to pay and trust tendency, deeply studies the preference of consumers for organic food and its formation mechanism, puts forward a reference standard for the effectiveness of inspection and certification policies, summarizes and analyzes the key factors restricting the development of China's organic food market, and reveals the internal economic laws and contradictions of the development of the organic food market. It provides policy recommendations for policy makers and business operators to promote industrial development. What is worthy of encouragement and affirmation is that the author insists on studying international cutting-edge literature, and can use international cutting-edge research methods to study the development of China's organic food market based on China's national conditions. For example, using the selection experiment and the mixed Logit model, the consumer's preference for food attributes is studied, and the role of brand, certification label and origin in transmitting food quality and safety information is studied, and it is concluded that the role of "certification label" has exceeded that of "brand", which has good reference value for the improvement of consumer preference and confidence reconstruction in the food market. Due to the short history of the formation and development of China's organic food market, it is basically in its infancy and needs to be further improved and developed, the basic research and theoretical research on the operating mechanism of the organic food market are relatively weak, and the data materials, especially the data with high authority and reliability, are very scarce, which brings difficulties and constraints to the observation and research of organic food consumer preferences. Over the past few years, the author has carried out unremitting research on China's organic food market, invested a lot of time and energy, traveled all over Shandong, Jiangsu, Guangdong and other places, and obtained a large number of first-hand research data, which laid a good foundation for the empirical analysis and theoretical research of this book, and also provided rich and detailed academic reference materials for domestic and foreign scholars to study the development of China's organic food market, which has good practical significance and academic value. Of course, as the author said, due to various reasons, there are still some deficiencies in the current research in this book, especially due to human and material resource constraints, only some cities in Shandong, Guangdong and Jiangsu provinces are used as the scope of research, which may lead to the sample not being sufficiently representative of the national market. Nevertheless, this book makes an innovative attempt in domestic organic food market research. I wish the authors continued their efforts to make greater achievements in the research of consumer behavior of organic food and the research of food quality and safety. Huang Zuhui September 43574412013（AI翻译）

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