学术前沿 | Agricultural Economics：中国食品安全需求的城乡差距:食品标签知识的作用

本文来源：武汉大学质量发展战略研究院

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近期，武汉大学质量发展战略研究院程虹老师团队、中南财经政法大学经济学院胡德状老师等人合作论文《The urban–rural gap in the demand for food safety in China: The role of food label knowledge》，在国际权威期刊《Agricultural Economics》上正式刊出。 

《Agricultural Economics》创刊于1986年，是农业经济学领域国际权威期刊，目前在JCR分区中位于经济学类SSCI一区，影响因子为2.263，近五年平均影响因子为3.172。

Abstract

Despite the national promotion of food safety measures, a substantial urban–rural gap remains in the demand for food safety in China. To explain this gap, we explore the role of knowledge of food safety labels. We measure demand using the marginal willingness to pay (MWTP) for the green food label and the organic food label for rice and pork in urban and rural areas. We employ discrete choice experiments and the control function approach to control for potential endogeneity problems. The results show that the MWTP for the labels is significantly positive among people with label knowledge but insignificant or even negative among people without label knowledge, and the urban–rural gap in the MWTP is larger among the former than among the latter. These knowledge-related differences explain 8–29% of the urban–rural gap in the MWTP for the green food label. Our findings imply that improving knowledge about the green food label could potentially be effective in reducing the urban–rural gap, while our results also imply the existence of a future challenge for the government in promoting label knowledge more effectively in rural China.

论文研究表明，尽管我国在全国范围内已经推广了食品安全措施，但消费者对食品安全的需求仍然存在巨大的城乡差距。为了解释这一差距，该论文实证研究了食品安全标签知识的具体作用。论文采用边际支付意愿MWTP，来衡量城乡居民对大米和猪肉的绿色食品标签和有机食品标签的需求。

研究表明，标签边际支付意愿在具有标签知识的人群中显著为正，而在没有标签知识的人群中则是微不足道的，甚至是负的，而MWTP的城乡差距在前者中大于后者。这些与食品标签知识相关的差异，解释了支付意愿8-29%的城乡差距。因而，提高关于绿色食品标签的知识，能在一定程度上有效缩小城乡居民食品安全的差距。

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