尽管迅速发展的电商极大促进了消费者对贫困地区农产品的消费需求，但是我们对中国消费者的在线道德消费行为却知之甚少。本文设计了一个包含组内和组间比较的价值评估方法，研究了中国消费者对电商平台上扶贫苹果的质量感知和消费偏好。结果显示，在“信息冲击”之前，消费者愿意为扶贫苹果支付平均31%的溢价。“信息冲击”后，即假设苹果质量没有差异，组内和组间设计的结果都仅有很小的溢价下降，说明道德属性是消费者购买扶贫苹果的主要动机。有趣的是，质量感知仍然对扶贫苹果的支付意愿有显著影响，而消费者对政府电子商务监管的信任对激励在线道德消费有重要作用。

This article analyses the technical and environmental efficiency of hog production in China using data from the China Agricultural Product Cost-Benefit Compilation (NDRC 2005–2013) and the First National Census of Pollution: Manual of Discharge Coefficient of Livestock and Poultry Industry (IEDA and NIES 2009). The empirical results show a great variation in environmental efficiency, ranging from 0.344 to 0.973 with a mean value of 0.672 that declines over time. Southwest China is found to be the most environmentally efficient region, while the Northeast and the Northwest are the least efficient. Another finding is that technical and environmental efficiencies are highly correlated in hog production; the most environmentally efficient regions are usually found to have high technical efficiency, and vice versa. In addition, we computed the output elasticities with respect to each factor input. The results show that feed is the most efficient input, with an output elasticity of approximately 0.551, which is much higher than the elasticity of the nitrogen surplus, other capital or labour. The output elasticity with respect to the nitrogen surplus is 0.287 on average. Finally, the scale elasticity in hog production is slightly higher than 1.