本文在山东青岛等城市选取286个消费者样本, 以番茄为拍卖标的物进行随机n价拍卖实验, 测度了消费者对食品质量认证标签 (有机标签、绿色标签和无公害标签) 的支付意愿, 进而运用多变量Probit模型分析了影响消费者支付意愿的主要因素.结果表明, 消费者对有机番茄和绿色番茄的支付意愿显著高于对常规番茄的支付意愿, 但对无公害番茄的支付意愿仅略高于常规番茄.多变量Probit模型分析结果表明, 具有不同个体特征的消费者对食品质量认证标签的偏好存在异质性, 食品安全风险感知显著影响消费者对认证标签的支付意愿.环境意识可以提高消费者支付意愿, 但在绿色和有机两种认证之间并无显著差别.消费者偏好的异质性, 既应该是认证食品供应商生产经营决策的关键性基础, 也应成为政府认证制度安排与调整完善的重要参考依据.%This paper selected 286 consumers from cities like Qingdao in Shandong Province, China, and use potatoes as a subject matter to conduct a random nth price auction to measure consumers' willingness-to-pay (WTP) for food quality certification labels (organic labels, green labels and Hazard-free labels) , and then analysis the main factors influencing consumers' WTP using the Multivariate Probit (MVP) model.Results indicated that consumers' WTPs for organic tomatoes and green tomatoes were significantly higher than that for conventional tomatoes.However, consumers' WTP for hazard-free tomatoes was slightly higher than that for conventional tomatoes.Results of the MVP model analysis demonstrated that consumers with different individual characteristics have heterogeneous preferences for food quality certification labels.Food safety risk perceptions has positive effects on consumers' WTP.Environmental awareness can help promote consumers' WTP, but the environmental benefits for green and organic certifications are not significant.Heterogeneity of consumer preference should not only be the key base for certified food suppliers to make production and business decisions, but also be an important reference for governments to allocate, adjust and improve certification system.
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