A Study On The Heterogeneity Of Consumers' Preference Based On Quality And Safety Attributes Of Animal Products

With the increase of income level and the change of consumption concept,residents have a higher pursuit of food quality and safety in food consumption.However,the food safety incidents that have occurred in recent years have brought serious harms and losses to consumers and society,which has caused consumers to have a crisis of confidence in food quality and safety.This paper takes pork,chicken,beef and egg as examples,studied the heterogeneity of consumers' preference for their quality and safety attributes.Among them,the effective respondents of each animal product are 286,278,268 and 280.Based on the survey data of respondents,Using the method of Choice Experiment,RPL and LC models were built to test the consumers' preferences and willingness to pay for the five quality and safety attributes of animal products: price,site of purchase,food safety information,animal welfare and product identification.In addition,this paper mainly studies from three perspectives: Empirical analysis of RPL model based on the hypothesis of individual preference heterogeneity;Empirical analysis of LC model based on the heterogeneity of consumers' preference of latent category;and heterogeneity analysis of consumers' preference based on different demographic characteristics.The results show that:(1)Consumers have a significant preference for the five quality and safety attributes of animal products,but the degree of preference has significant differences.Taking pork as an example,the willingness to pay for safety information highest,followed by organic food,and a significant but slight preference for animal welfare;In addition,consumers' preferences for quality and safety attributes are heterogeneous in terms of gender,age,education levels,and monthly per capita income.(2)Consumers' preference shows a certain level of hierarchy,different levels of consumers' preference for quality and safety attributes and willingness to pay obvious different,and shows their own characteristics,such as organic logo preference type,price preference type,safety preference type.(3)Under different demographic characteristics,consumers' preference and willingness to pay are significantly different.