干旱区资源与环境2026，Vol.40Issue(7)：67-78,12.DOI:10.13448/j.cnki.jalre.2026.115
消费者的农产品属性偏好及异质性研究
Consumers' attribute preferences and heterogeneity for agricultural products:Evidence from six provinces in western China
摘要
Abstract
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.关键词
农产品/属性偏好/边际支付意愿/异质性Key words
agricultural products/preferences/attributes/heterogeneity分类
管理科学引用本文复制引用
张锐,邓思琪..消费者的农产品属性偏好及异质性研究[J].干旱区资源与环境,2026,40(7):67-78,12.基金项目
国家社会科学基金青年项目(21CJY057)资助. （21CJY057）
