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本文基于南京市城市消费者的调查数据,运用条件价值评估法(CVM)估算消费者对低碳猪肉的意愿支付水平,并且进一步分析影响消费者对低碳猪肉支付意愿的因素。研究结果表明,消费者对低碳猪肉的平均支付价格为18.95元(初始价格为15元),平均支付意愿为3.95元;低碳猪肉价格、消费者低碳农产品认知度、家庭收入、家庭人口、受教育程度等对消费者支付意愿均有显著影响。
Based on the survey data of urban consumers in Nanjing, this paper estimates the consumers’ willingness to pay for low-carbon pork using conditional value assessment (CVM) and further analyzes the factors influencing consumer willingness to pay for low-carbon pork. The results show that the average consumer price of low-carbon pork is 18.95 yuan (initial price is 15 yuan), the average willingness to pay is 3.95 yuan; low-carbon pork prices, consumer awareness of low-carbon agricultural products, household income, family Population, education, etc. have a significant impact on consumers’ willingness to pay.