现代农业2025，Vol.50Issue(6)：46-56,11.
大学生群体对帮扶农产品的购买意愿及消费偏好分析
Analysis of College Students' Purchase Willingness and Consumption Preferences for Poverty-Alleviation Agricultural Products
摘要
Abstract
After the victory of the poverty alleviation campaign,China has entered a critical period of consolidating poverty alleviation achievements and comprehensively advancing rural revitalization,where consumption-driven poverty alleviation has become an important path to prevent rural poverty recurrence.This study supplemented the micro-behavioral perspective in consumption-driven poverty alleviation research,taking college students as the research object,integrated consumer behavior theory,social responsibility theory,and information-intervention theory to build a multi-dimensional analytical framework.By using a mixed Logit model and latent class analysis,the study systematically measured college students' attribute preferences,marginal willingness to pay for poverty-alleviation agricultural products(blueberries from Majiang County,Guizhou Province),and the moderating effects of information intervention.The results showed that:the poverty-alleviation attribute had the highest marginal utility for purchase decisions,and its impact was significantly higher than that of brand attribute and quality attribute,confirming that college students' decision-making had the dual logic of rational economic demands and social responsibility motivation.Consumers' preferences showed significant heterogeneity,which could be divided into self-interest-oriented groups and altruism-brand-oriented groups.Information intervention had a significant positive direct impact on college students' purchase,and enhanced college students' value recognition of the poverty-alleviation attribute and perceived trust in the quality attribute through the moderating effect,with this effect showing differentiated characteristics among groups of different genders and consumption levels.Accordingly,it is suggested to focus on college students,release their consumption potential through the construction of a university-based consumption-driven poverty alleviation promotion system,differentiated agricultural product designs,and precise information dissemination.Promoting the transformation of consumption-driven poverty alleviation towards an endogenous and voluntary model,so as to provide sustainable impetus for consolidating poverty alleviation achievements and advancing rural revitalization.关键词
帮扶农产品/购买意愿/大学生消费偏好/离散选择实验Key words
poverty-alleviation agricultural products/purchase willingness/college students' consumption preferences/discrete choice experiment分类
管理科学引用本文复制引用
严历..大学生群体对帮扶农产品的购买意愿及消费偏好分析[J].现代农业,2025,50(6):46-56,11.基金项目
国家自然科学基金面上项目"假想偏差、行为黑箱与消费者言行差异研究——基于食品消费的考察"(72173066). （72173066）
