Research On Consumers' Willingness To Pay For Labeling-Aquatic Products In Shanghai

Over the years,the rapid and rapid development of China's fishery economy has played an increasingly prominent role in China's social and economic development.At the same time,the proportion of aquatic products in the food consumption of residents has also gradually expanded.However,in recent years,a series of aquatic product quality and safety incidents have occurred,such as the detection of a number of banned fishery residues that may cause cancer in the special sampling of turbo fish in 2006,and CCTV's exposure to Dalian farmers using antibiotics and other drugs to raise sea cucumbers.The export of shrimp chloramphenicol incidents,etc.,not only exposed the safety issues of aquatic products from production to distribution,but also seriously undermined consumer confidence in aquatic products.In 2016,the Ministry of Agriculture issued the “Thirteenth Five-year Plan for the Development of Fisheries in the Whole Country” and proposed to work hard to promote the certification of “three products and one standard”.This is not only “to achieve a significant improvement in the quality of the fish supply system by 2020 and to achieve modernization of fisheries”.One of the important ways is to solve the problem of the quality and safety of aquatic products.Therefore,the food safety certification system based on the “three products and one standard” has developed rapidly throughout the country.Among them,Shanghai's food safety certification rate has led the country in successive years.The production of “Sanpin” certified agricultural products accounted for 75.46% of the total listed real estate agricultural products,of which the certification rate for aquatic products reached 51.6%.However,the scale of development of the certified aquatic products market is still very limited,and consumers' willingness to purchase “Sanpin” brand aquatic products low.This article starts with the status quo of Shanghai's marked consumption of aquatic products,and describes and analyzes the consumer's awareness,attention,attitude,consumption motivation and purchasing behavior of the “Sanpin” branded aquatic products,and builds on this basis.The econometric model conducts empirical research on consumer willingness to pay and influencing factors,and proposes corresponding countermeasures and suggestions.The article is divided into six chapters:The first chapter is the introduction part,which mainly includes the research background,purpose,content,significance and Innovation points and deficiencies of this article.The second chapter is the literature review.Firstly,this paper summarizes the research achievements of domestic and foreign scholars in the fields of willingness to pay,willingness to pay for aquatic products and influencing factors,and then makes a brief review of the literature on the basis of previous studies.The third chapter is to mark the status quo of production and consumption of aquatic products,and elaborates the current status of production and consumption of aquatic products and aquatic products from the two dimensions of the nation and Shanghai,and highlights the research purpose and significance of this article based on existing problems.The fourth chapter is the theoretical basis.Firstly,the concept of "Sanpin " label is defined in terms of willingness to pay,and then the theory of consumer behavior and several basic models of consumer behavior are introduced.The fifth chapter is to analyze the willingness to pay for aquatic products.Firstly,the paper introduces the questionnaire design and data sources.Secondly,from the basic characteristics of consumers,the awareness,attitude,consumption motivation,purchase behavior and willingness to pay for the labeling-aquatic products.The results show that most consumers have heard of marked aquatic products,but only a few consumers have purchase experiences;consumers have low awareness of pollution-free,green and organic label aquatic products,but they bring about certification.Health benefits and environmental benefits have a high degree of awareness,and most consumers have high trust in certification bodies and signage aquatic products;most consumers choose to purchase labeling-aquatic products in the aquatic product market.More emphasis is placed on the product's "freshness," "food safety," and "nutrition value." However,for the labeling-aquatic products are only occasionally consumed,most consumers purchase the aquatic products for their own or household consumption.The overall trend of the premium ratios of the label aquatic products is similar,showing a “growth-decline” trend.The majority of respondents have a willingness to pay premium for labeling-aquatic products ranging from 11% to 20%.Finally,an empirical study was conducted on the factors that affect the willingness to pay for the identification of aquatic products through logistic models.The empirical results were basically consistent with the previous research hypothesis.The sixth chapter is conclusions and recommendations.Based on the analysis of the above chapters,the conclusions of this paper are drawn: Shanghai consumers have a general awareness of the labeling-aquatic products,and there is a big difference between their purchase intention and actual purchase behavior.The high price and low awareness of the aquatic products are the main reasons for the low purchase rate;consumers have strong nutrition.Motivation,but the purchase channels and uses are relatively single;when purchasing,consumers pay more attention to the freshness and safety of the aquatic products;in general,the willingness to pay is higher,but the proportion of premium is lower;many factors affect the consumers' payment willingness.At the end of the article,several countermeasures were proposed for the development of the market for aquatic products: increase market promotion and increase consumers' cognition;strengthen subsidies and support,moderately adjust the selling price;increase distribution network,broaden sales channels;strictly control product quality,and expand certified varieties;emphasis on brand building,clear brand positioning,and developing differentiated marketing strategies.