消費者對餵食基改大豆之鮭魚偏好與風險願付價值

Consumer Preference and Willingness to Pay for Genetically Modified Salmon in Taiwan

傅祖壇(Tsu-Tan Fu) ； 莊謹琦(Chin-Chi Chuang) ； 陳政位(Cheng-Wei Chen)

《調查研究-方法與應用》 15期 (2004/04) Pp. 61-86

https://doi.org/10.7014/TCYCFFYYY.200404.0061

摘要

本文旨在分析消費者對餵食基改大豆鮭魚之偏好，以及其對避免基改風險之願付價值。為達到上述目的，我們於民國92年進行了全台性消費者電話訪問，調查民眾對基改食品之風險認知與接受度，再利用多項式Logit辨別偏好基改非基改鮭魚之消費群，以及利用Hanemann（1984）模式衡量消費者之基改風險願付價值。研究發現：風險認知程度、價格、性別與所得等社經變數，會影響消費偏好；而樣本消費願意多支付49%之市價來購買餵食非基改大豆鮭魚，表示其基改風險之願付價值約每斤74元，這些發現均為漁業及生技產業之重要市場訊息。

關鍵字

消費偏好 ； 基因改造食品 ； 風險溢價 ； 條件評估法

並列摘要

This paper attempts to analyze consumer preference toward genetically modified(GM) salmon and to estimate willingness-to-pay a premium for non-GM salmon. To serve such purpose, we conducted an islandwide telephone survey to Taiwanese consumers in 2003. Public risk perceptions and consumer acceptance for GM foods including salmon are investigated. While adopting a multinomial logit to identify preference groups, we also employ Hanemann (1984) approach to measure consumer willingness-to-pay for GM salmon. Empirical results have found that risk perception, price of salmon, gender and income are significant factors to explain consumer preference toward GM and non-GM salmons. Consumers willingness-to-pay for non-GM salmon is averagely estimated to be 49% (or 74 NT dollar per Taiwan kilogram) over current market price of salmon. These findings are critical market information for fishery and biotech industries.

並列關鍵字

Consumer Preference ； Genetically modified foods ； Risk Premium ； Contingent Valuation method

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