Wang Erpeng, Ji Mingyuan, Wang Lingyu, Wu Yuefeng, Shi Zeyu
School of Economics and Management, Nanjing Tech University, Nanjing 211816, China.
Foods. 2024 Mar 20;13(6):938. doi: 10.3390/foods13060938.
In recent years, the world has experienced conflict. When political conflicts affect consumers' emotions and alter their perceptions of a country's image, it can influence their preferences. This study deconstructs the notion of a country image into multiple dimensions and examines their impact on consumers' willingness to pay for imported beef from Australia, Brazil, and the United States. Using a rank-ordered probit model and data from a survey of 935 respondents, results show that consumers' perceptions of a country's friendliness, economy, environment, and quality all have a positive and statistically significant effect on their willingness to pay for beefsteak imported from that country. Among these dimensions of the country image, the quality is the most important, followed by the economy, friendliness, and the environment. This study also finds heterogeneity in consumer perception of friendliness towards the United States, Australia, and Brazil. This study provides valuable insights for assessing the real losses resulting from a deteriorating international environment and suggests policies to enhance competitiveness in the food market.
近年来，世界经历了冲突。当政治冲突影响消费者情绪并改变他们对一个国家形象的认知时，就会影响他们的偏好。本研究将国家形象的概念解构为多个维度，并考察其对消费者购买澳大利亚、巴西和美国进口牛肉的支付意愿的影响。使用排序概率模型和对935名受访者的调查数据，结果表明，消费者对一个国家的友好程度、经济、环境和质量的认知，对他们购买该国进口牛排的支付意愿均有正向且具有统计学意义的影响。在国家形象的这些维度中，质量最为重要，其次是经济、友好程度和环境。本研究还发现消费者对美国、澳大利亚和巴西的友好程度认知存在异质性。本研究为评估国际环境恶化造成的实际损失提供了有价值的见解，并提出了增强食品市场竞争力的政策建议。
