Study on consumers' preference and willingness to pay for low carbon milk based on choice experiment
The analysis of consumers'preference for low-carbon agricultural products and the source of preference heterogeneity is the corner-stone of guiding consumers to low-carbon consumption and achieving the goal of carbon emission reduction.In this study,four attributes of low-carbon milk,including low-carbon label,organic certification,well-known brand and price,and their corresponding levels were set.The selec-tion experiment method,combined with the research method of random parameter Logit model and potential category model,was applied to ex-plore consumers'preference for low-carbon milk and the source of heterogeneity of preference.The results show that consumers pay different at-tention to different milk attributes.When purchasing milk,consumers pay most attention to organic certification,followed by low-carbon labels and milk brands.Consumers can therefore be divided into three potential categories,namely environmental protection type,quality safety type and price sensitive type.Individual characteristics also have a significant impact on consumer preferences.For example,female consumers with younger age and higher income pay more attention to environmental protection,while consumers with older age who purchase milk frequently pay more attention to milk quality and safety.Therefore,this paper concluded by putting forward the following policy recommendations:actively carry out low-carbon milk media publicity;increase the category of low-carbon milk according to consumers'preferences;implement differentiated mar-keting strategies and accelerate the construction of low-carbon agricultural product certification system.
low carbon milkwillingness to payconsumerchoice experiment
万方数据
维普
