消费者的农产品属性偏好及异质性研究OACHSSCD

Understanding consumers' attribute preferences and heterogeneity for agricultural products is a critical way to alleviate supply-demand mismatch.Based on 2,815 valid questionnaires from 12 prefecture-level cities in 6 western provinces,this study uses choice experiments to construct decision scenarios with Ningxia grapes as the sample product,and applies a mixed logit model to analyze five attributes:price,unit weight,outer packaging,quality certification,and product origin.The results reveal that:1)In terms of attribute preferences,price,outer packaging and product origin exert significant negative impacts on consumers' purchase intention,while product weight per unit and quality certification are positively correlated with purchase intention.2)For marginal willingness to pay,consumers show the highest marginal willingness to pay for quality certification(1.36 yuan/kg),followed by unit weight(1.32 yuan/kg),and they demand price discounts of 0.60 yuan/kg for upgraded packaging and 0.82 yuan/kg for non-local products.The preference ranking is quality certification＞unit weight＞product origin＞outer packaging.3)Heterogeneity is significant.At the individual level,older consumers prefer smaller grape clusters,highly educated consumers care more about product origin,and consumers familiar with green agricultural products are less price-sensitive.At the household level,high-income families and those with elderly members have higher price tolerance.Large households prefer un-packaged products,while families with children tend to choose local products.Therefore,enterprises should implement targeted marketing,and the government should improve certification systems and strengthen supervision.