Journal
SUSTAINABILITY
Volume 9, Issue 3, Pages -Publisher
MDPI
DOI: 10.3390/su9030331
Keywords
eco-labeling; eco-environmental concerns; food safety; choice experiment; latent class model
Funding
- National Natural Science Foundation of China (NSFC) [71273234, 71633002]
- Key project of Humanities and Social Science of the Ministry of Education of China [16JJD630007]
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Based on choice experiments conducted via face-to-face interviews with 435 participants in four provincial areas of China (Shanghai, Zhejiang, Jiangsu, and Guangdong), Chinese consumers' preferences and motives for purchasing eco-labeled rice are examined in this study. The heterogeneous effects of each motivating channel are also investigated. The results reveal positive correlations between premiums for eco-labeled rice and consumers' concerns about food safety and the environment, suggesting that health benefits and environmental considerations are the two critical motivations. The willingness to pay for eco-labeled rice does not increase with consumers' knowledge of the different production standards indicated by each eco-label. Individual characteristics that determine each class are further explored through a seemingly irrelevant regression to identify the target group of consumers for policy-makers.
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