Analysis Of The Influencing Factors Of Perceived Value, Self-Perception On Consumers’Willingness To Pay For Low Antibiotic Foods

Under the background of the rapid development of low-antibiotic aquaculture in China,it is of great significance to explore the market’s response to low-antibiotic foods and further establish and improve the low-resistance food consumption system.Compared with the current consumption status of low-antibiotic foods abroad,the production of low-antibiotic foods and the expansion of the low-antibiotic food market in China are still in their infancy,which is related to the short release time of the low-antibiotic breeding policy and the weak awareness of consumers’ low antibiotic consumption.Therefore,this paper studies the influencing factors of consumers’ willingness to pay for low antibiotic foods from the perspective of perceived value and subject cognition.In this paper,the conditional value assessment method(CVM)was used to collect microscopic sample data,and a total of 650 valid samples were obtained.On this basis,the Heckman two-stage model is used to analyze consumers’ willingness to pay and its influencing factors.Among them,the first step discusses consumers’ willingness to purchase low-antibiotic foods,and the second step measures the willingness to pay for low-antibiotic foods,which effectively avoids sample selection bias.The study found that:(1)The majority of consumers who had the intention to buy low-antibiotic foods reached59.38%(386 people).Among the consumer groups willing to buy,78.92%(513 people)of consumers are willing to pay the price of low-antibiotic pork concentrated at 10 yuan / jin～ 16 yuan / jin.(2)Perceived value and subject cognition have a significant positive impact on consumers’ purchase intentions.(3)Perceived value and subject cognition help to increase consumers’ willingness to pay for low-antibiotic foods.(4)For the willingness to pay for low-antibiotic foods at different prices,there was no significant difference between perceived value and subject cognition on the purchase willingness of the two types of low-antibiotic foods.However,there are major differences in the impact on the willingness to pay level of low-antibiotic foods between the two categories: it has a significant positive impact on the willingness to pay for high-priced and low-antibiotic foods,while the positive effect on the willingness to pay for cheap and low-antibiotic foods is relatively weak.(5)Consumers’ willingness to pay prices for low-antibiotic pork and low-antibiotic chicken was 51.4% and 51% higher than that of ordinary products,respectively.Research conclusions:(1)The perceived value of consumers should be taken as an important reference factor to promote the development of low-antibiotic food industry,and the value perception such as ecological value and health value of low-antibiotic food should be fully utilized,so as to have a positive impact on different consumer groups.(2)Strengthen the publicity of low-antibiotic foods,and improve consumers’ awareness and attention to low-antibiotic foods.(3)The differences between low-cost antibiotic foods should be considered,starting from the audience groups and applicable commodities of the two low-antibiotic foods,and increasing the input and support for policy publicity.(4)Finally,by improving the low-resistance food industry chain and establishing and improving the low-resistance system,consumers can enjoy the food security and living convenience brought by high-quality agricultural products more conveniently.(5)Further build a low-antibiotic food market,improve the low-antibiotic index system for food,and enable consumers to effectively identify the difference between low-antibiotic foods and ordinary foods at the consumer end.