有机认证过程中的策略选择对有机食品消费者信任的影响
Impact of Strategy Choice on the Trust from Organic Food Consumers during Organic Certification
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摘要: 有机认证市场投机行为盛行以及消费者对有机食品不信任,已成为我国有机产业发展过程中无法回避的现实问题。在有机认证主体存在投机倾向的条件下,通过构建博弈模型,分析有机认证双方的策略选择对有机食品消费者信任的影响,结果发现:有机认证双方都有激励维持(投机,投机)的策略选择,只有其中一方的策略改变不会明显影响消费者信任水平。因此,消费者信任的提升要从规范有机认证双方行为同时入手。为此,在政策决策层面,应该通过在有机认证过程中建立信用平台,实行黑名单制度,加强对有机认证过程中的监管,加大有机认证主体投机行为的惩罚力度等措施,有效减少有机认证过程中市场投机行为的发生。Abstract: Speculation of organic certification and consumer mistrust of organic food have become the present situation of organic industry in China. We construct the game model from the perspective of the speculative tendency of the organic certification subject, and analyze the influence of the organic selection on the trust of the organic food consumers. The results show that: both sides of the organic certification have motivating to maintain (speculation, speculation) strategy choice; only one side of the strategy changes will not significantly affect the level of consumer trust; and the promotion of consumer trust should do from both sides of the organic certification at the same time. We put forward the proposal to curb the occurrence of speculation in organic certification process: to establish a credit platform, adopt a blacklist system, strengthen the regulation of organic certification process, and increase the penalties of organic certification body speculation.