协调环境与质量安全治理的市场激励机制研究：以亲环境认证农产品购买为例

Environmental pollution and quality and safety of agricultural products are two hot issues faced by China, which are homologous in causes and mutually complementary in governance mechanism. Therefore, we concentrate on the purchasing behavior of green and organic agricultural products with dual characteristics of environmental benefits and food safety so as to integrate environmental protection and food safety into a unified framework. Currently, the governance challenges have been intensified due to consumers' distrust in environmental-certified agricultural products and the deviation of risk perception during the social transformation period. We use different media reports to investigate the impact path of information on consumers' knowledge, emotion and trust. Moreover, based on the social amplification framework, trust is included in the risk-perception estimation model to examine the formation mechanism of consumers' trust in certified agricultural products and the diffusion mechanism of risk-perception. In addition, different motives (environmental consideration and perceived healthy benefits) behind pro-environmental purchase have been separated and heterogeneous willingness to pay among consumers need to be further investigated by means of real choice experiment with mixed logit model and latent class model. Finally, drawing the experiences of developed countries, some suggestions are put forward in order to coordinate the management of environmental protection and quality and safety of agricultural products through market-oriented incentives. Our results are conducive to the improvement and innovation of government's regulation policies through inducing consumers' participation to buy pro-environmental products, which in turn do a great benefit to food safety and sustainable environment.

环境污染、食品质量安全是中国当前面临的两大热点问题。根据农业面源污染与农产品质量安全的同源性和治理的互补性，项目以具有环保和质量安全双重特性的亲环境认证农产品为研究对象，从当前我国消费者对亲环境认证产品的信任危机和风险感知“偏离”进而加剧政府治理挑战的问题入手，按不同媒体信息报道对消费者知识-情绪-信任影响路径，引入风险社会放大框架，将信任纳入风险感知的估计模型中审视消费者对亲环境认证产品信任的形成与风险感知扩散机制，通过真实选择试验等方法，借助混合Logit和LCM模型等计量手段揭示和分离消费者购买亲环境认证产品的健康与环境动机、支付偏好的异质性和交互关系，并借鉴发达国家协调治理环境与农产品质量安全的市场激励经验，从消费教育、风险交流、认证标签监管等市场激励机制建设视角，为政府科学设计和引导、促进消费者亲环境认证产品的需求以推动协调治理环境与质量安全的环境友好型农业生产方式提供科学依据。

为激励消费者提高亲环境农产品的信任、认知和支付意愿以突破亲环境农产品的成本约束，实现协调治理环境和农产品质量安全监管，项目系统总结、深入分析发达国家在协调消费、产地环境保护政策过程中的实践与理论基础上，通过大数据挖掘、真实选择和理化试验及3231份的问卷调查，借助混合Logit和LCM模型，以猪肉、蔬菜和大米为研究对象，引入风险社会放大框架，从技术、机理层面揭示媒体报道对消费者亲环境产品信任、品质感知“偏离”形成的根源及对亲环境产品不同属性支付意愿的影响。研究表明：（1）通过与城镇猪肉、大米消费价格历史数据的对比分析，不同语调新闻媒体报道对当前农产品价格及其认证产品价格存在关联。正面、负面报道与农产品价格波动呈正、反向发展趋势；（2）结合理化试验，消费者对亲环境农产品品质感知存在着认知偏差，情景假设实验证实信息能部分纠正消费者的品质认知偏差；（3）应用两期信息干预，发现消费者对亲环境认证产品的购买频率始终受其信任水平显著正向的影响，且短期内信息干预的程度越强，购买频率提升越高，而非亲环境认证产品的信任水平对其购买频率影响并不显著；（4）正负媒体报道信息特别是正面报道能通过提高亲环境农产品的信任程度而增加消费者对其质量感知的影响，但消费者对其品质感知支付的意愿会受到品质阈值的影响，高于这个阙值的产品支付意愿不会随着品质感知的提升而显著上升，但对低于这个品质阙值，其支付意愿却会明显下降；（5）收入、动机和知识水平是影响消费者对亲环境认证产品支付意愿的主要制约因素，如果消费者家中有未成年人、老人、孕妇等敏感人群，短期内受到负面信息刺激后更愿意为认证的亲环境农产品支付高价，并降低对非认证亲环境产品的支付意愿；（6）政府、媒体等过多强调亲环境农产品的质量安全属性而忽略了其环保属性的信息供给，未发挥环保动机对促进亲环境需求的作用，应增加专家解读的环保信息供给力度和及时向消费者传递经营者的违法违规信息。