Li Saiwei, Lopez Rigoberto A, Zhu Chen, Liu Yumei
Beijing Food Safety Policy and Strategy Research Base, China Agricultural University, No. 17 Tsinghua East Road, Haidian District, 100083 Beijing, P. R. China; College of Economics and Management, China Agricultural University, 108 Mailbox, No. 17 Tsinghua East Road, Haidian District, 100083 Beijing, P. R. China.
Department of Agricultural and Resource Economics, University of Connecticut, Storrs 06269.
J Dairy Sci. 2023 Apr;106(4):2338-2346. doi: 10.3168/jds.2022-22677. Epub 2023 Mar 2.
Contrary to ongoing declines in per capita milk consumption in the United States and Europe, per capita milk consumption in China is experiencing dramatic increases, making China one of the most dynamic global dairy markets. Meeting the rapid growth in milk demand presents environmental challenges under current dairy farm production in China. This article measures Chinese consumer valuation of environmentally sustainable milk and of correlated attributes such as food safety and geographic origin. The authors used a discrete choice experiment to collect survey data from a stratified sample of respondents in 5 cities. Applying a mixed logit demand model to the data, they estimated the probability of choosing sustainably produced UHT pasteurized milk over conventional milk, as well as consumers' willingness to pay for the sustainably produced milk. Empirical results confirm that, overall, consumers value sustainably produced milk as they are willing to pay a premium of $2.01/L, well above the cost of conventional milk. Consumer segments more likely to purchase sustainably produced milk include the young, males, and childless households, as well as those already concerned about the environment and food safety. In addition, this article also finds that consumers exhibit a strong degree of home bias in that they prefer domestic brands with domestically sourced raw milk. Valuable new knowledge is provided for policy makers, producers, and marketers interested in designing marketing strategies, and for other researchers interested in general food sustainability issues.
与美国和欧洲人均牛奶消费量持续下降相反，中国的人均牛奶消费量正在急剧增加，使中国成为全球最具活力的乳制品市场之一。在中国目前的奶牛场生产模式下，满足牛奶需求的快速增长带来了环境挑战。本文衡量了中国消费者对环境可持续型牛奶以及食品安全和地理来源等相关属性的估值。作者通过离散选择实验，从5个城市的分层抽样受访者中收集了调查数据。他们将混合逻辑需求模型应用于这些数据，估计了选择可持续生产的超高温灭菌牛奶而非传统牛奶的概率，以及消费者为可持续生产的牛奶支付的意愿。实证结果证实，总体而言，消费者重视可持续生产的牛奶，因为他们愿意支付每升2.01美元的溢价，远高于传统牛奶的成本。更有可能购买可持续生产牛奶的消费群体包括年轻人、男性、无子女家庭，以及那些已经关注环境和食品安全的人群。此外，本文还发现，消费者表现出强烈的本土偏好，他们更喜欢使用国内奶源的国产品牌。本文为有兴趣设计营销策略的政策制定者、生产商和营销人员，以及对一般食品可持续性问题感兴趣的其他研究人员提供了有价值的新知识。
