Study On The Influence Of The Attribute Of Clean Dish Package On Consumers’ Willingness To Pay

At present,the vegetable industry has the status quo of low output value and high competitive pressure.In the meantime,people’s consumption demand is upgrading,and consumption habits are gradually developing towards convenience.Under such circumstances,a new way of selling vegetables has been set off in the market: the combination package of clean vegetables.Processing vegetables into clean vegetable packages and then putting them on the market is conducive to increasing their added value,thus promoting agricultural development and increasing farmers’ income.At present,this is an important direction to promote agricultural product reform and explore new ways of agricultural product development.However,because China’s clean vegetables are in the initial stage of development,problems such as high price,poor standardization,and concerns about quality make consumers discouraged,which has become the pain point of the promotion and sales of clean vegetables at present.Then,whether consumers are willing to buy the clean food package and which attribute they are pleased to pay for the clean food package has become a realistic problem faced by clean food enterprises.This study will take the combination set of clean vegetables as the research object,and conduct an investigation in Wuhan.Starting from six attributes: quality and safety certification attribute,channel specification attribute,traceability attribute,variety-rich attribute,convenience attribute and price attribute,the selection set is constructed by using the selection experiment method.The mixed logit model is used to study the influence degree of several attributes on consumers’ willingness to pay and the interaction among these attributes,calculate the specific willingness to pay,and analyze its heterogeneity.This paper draws the following conclusions:(1)Consumers’ awareness and understanding of clean vegetables are low,and most of them have never bought a clean vegetable set meal;(2)Consumers with different characteristics have certain heterogeneity in their preference for clean vegetables,and education level and income will significantly affect consumers’ preference.(3)Quality and safety certification attribute,traceability attribute,channel specification attribute,variety-rich attribute and convenience attribute will significantly affect consumers’ willingness to pay.Respondents’ willingness to pay for quality and safety certification attribute is the highest,which is 1.54 yuan,followed by variety-rich attribute(1.43 yuan),convenience attribute(1.41 yuan),traceability attribute(1.22 yuan)and channel specification attribute(1.16yuan).On this basis,this article give the following advice:First,we should expand the propaganda and promotion of clean vegetables;Second,it is necessary to formulate marketing strategies for different people and provide different types of clean vegetable products;Third,we should pay attention to the safety of clean vegetables and increase the trust of consumers;Fourth,we should reduce the production and processing cost of clean vegetables and reduce the price of clean vegetables.