Research On Consumer Preferences Of Aquatic Product Quality And Safety Information Attributes

In recent years,the consumption pattern of animal food in China is shifting from livestock,poultry and meat to aquatic products such as fish and shrimp.Scientific,objective and comprehensive analysis of the current situation of aquatic product quality and safety in China is of great significance for ensuring the safety of aquatic product consumption.Using consumer security attribute preference on the safety management of aquatic products as the research object,white shrimp(slang for litopenaeus vannamei)is selected as the researching example.The study tentatively combined choose experiment method and the generalized mixed logit model,took attribute non-attendance issue of choice experiment into consideration,and explored consumer preference and consumer willingness to pay(WTP)toward a variety of security attributes of aquatic products as well as the interaction effects between key attributes.This paper consists of the following three sections:(1)using attribute non-attendance method,the paper studied the relationship between various food security attributes and explore the phenomenon of "information overload";(2)the marginal WTP of consumers for organic labels and traceable information are calculated,while the interaction effects between them and the welfare effect of information were investigated through two versions of choice experiment-divided by the criteria of with or without knowledge provision;(3)the research put forward policy implications to improve the market system of water-related products in China.The article is consisted by 7 chapters.The 1st and the 2nd chapter served as the literature review sector.The author introduced the researching background and significance,researching method,researching basic thinking and framework,and defined concepts like aquaculture products,aquaculture quality and safety.In literature review section,apart from systematical review and comments.The 3rd chapter to the 6th chapter composed the experiment design and empirical researching sector.In the experiment design and data collection section,the author wrote about the reasons for experiment design and data collection,information treatment conditions,and demographic traits.In the part of south white shrimp's safety risk perception and aquatic products quality and safety attributes cognitive evaluation,based on data cleaning and description statistics,consumers purchase experience & place,risk perception in south white shrimp is given,as well as the information such as organic food marks,the traceability information,and consumer perception and evaluation about other common aquatic product safety information attributes.Then,the generalized mixed logit model is used to estimate consumers' preferences and willingness to pay,followed by the analysis of the value of information.The 7th chapter is the conclusion and policy implications section,Based on the analysis results of generalized mixed logit model on consumers purchasing behaviors on south white shrimp,we found the followings results.Firstly,there are significant differences between consumer's willingness-to-pay(WTP)about one attribute and total willingness-to-pay for a product.With re-adding of different non-attendance attributes,the total willingness-to-pay will surge up,which is powered by the task complexity and Halo Effect.However,re-adding of different attributes have significantly different impact on different sub-group sample's WTP,while these attributes could all bring premium in WTP.After focusing on organic certification and traceable information attribute,we could find that,compared with common south white shrimp,consumers have preference on and higher WTP for south white shrimp with organic label and traceable information.Knowledge introduction can generally enhance consumer WTP towards organic label and traceable information,while weaken the complementary relationship,which even translate complementary relationships to substitutional relationship between EU organic label and traceable information attribute.By introducing EU organic label,consumer surplus will surge up in average by 4.48?6.48%?The conclusions of this paper provide implications for the government's work in organic labels governance the construction of traceability information system,as well as in construction of other safety certification systems.Also,these conclusions provide reference for on management and decisions making of aquatic product suppliers and certification service providers.The innovation of this paper lies in the following three points :(1)this paper designed a two-phrase choice experiment from the perspective of attribute non-attendance to study the impact of non-attendance attributes on consumers' total WTP for aquatic products;(2)this paper researched interaction effects between organic certification and aquatic product traceable system,which combined international perspective and Chinese characteristics;3)the participated consumers were grouped into information processing group and control group,to tentatively investigate the value of information,and a simple welfare analysis was conducted to study the impact of providing relevant information on the overall welfare of the society.