不同城市层级消费者对有机农产品溢价支付意愿的影响因素:以江西省大米为例OA

Understanding the willingness to pay(WTP)of consumers across different urban tiers—as well as the factors influencing it—is crucial for formulating targeted marketing strategies for organic products,thereby fostering market ex-pansion and the sustainable development of agriculture.Taking Jiangxi Province as a case study,this paper investigates consumer preferences and WTP for organic rice across three distinct administrative levels:the county-level Wanze,the prefecture-level Yichun,and the provincial capital,Nanchang.Furthermore,drawing upon the theory of WTP motiva-tion,a multivariate logistic regression model is constructed to systematically analyze the underlying influencing factors.The results indicate that the proportion of consumers willing to pay a premium for organic rice across these three re-gions ranges from 23.9%to 28.8%;notably,the highest premium range accepted falls between 200%and 400%,sug-gesting that the majority of consumers have limited tolerance for price premiums.Significant disparities in premium levels exist among consumers across these different urban tiers:the average premium levels consumers are willing to pay in Nanchang,Yichun,and Wanze stand at 100%,80%,and 91%,respectively.Key factors influencing WTP in-clude individual characteristics(e.g.,higher WTP among women in Wanze,while age and educational attainment play significant roles in Nanchang and Yichun),purchasing habits(specifically,online information acquisition and areas of focus),and consumption motivations.Low heavy metal content and plant biodiversity emerge as factors of universal concern,whereas the significance of environmental motivation varies by region.The study underscores that gaining a deep understanding of the distinct characteristics,purchasing habits,and motivational differences among consumers across various urban tiers is paramount for formulating targeted marketing strategies.Producers should tailor their mar-keting strategies to align with regional consumer preferences,thereby enhancing consumer trust and social acceptance,and ultimately fostering the sustainable development of organic agriculture.