现代农业研究2026，Vol.32Issue(4)：21-32,12.
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
The Influencing Factors of Consumers'Willingness to Pay a Premium for Organic Agricultural Products Across Different City Tiers:A Case Study of Rice in Jiangxi Province
摘要
Abstract
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.关键词
支付意愿/有机大米/条件价值法/二元logisticKey words
willingness to pay/organic rice/contingent valuation method/binary logistic分类
农业科技引用本文复制引用
刘春艳,吴芸紫,刘歆,周勇,Matthew Tom Harrison,刘科,刘章勇,朱波,聂江文..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[J].现代农业研究,2026,32(4):21-32,12.基金项目
国家自然科学基金(项目编号:32401972) （项目编号:32401972）
湖北省自然科学基金(项目编号:2024AFA078) （项目编号:2024AFA078）
"十二五"国家科技支撑计划项目(项目编号:2014BAK19B06-03) （项目编号:2014BAK19B06-03）
长江大学农学院教育部湿地生态与农业利用工程研究中心开放基金(项目编号:KFK202404). （项目编号:KFK202404）
