期刊
FOOD RESEARCH INTERNATIONAL
卷 130, 期 -, 页码 -出版社
ELSEVIER
DOI: 10.1016/j.foodres.2019.108881
关键词
Green food; Environmental concerns; Subjective knowledge; Chinese consumers; Structural equation modelling
资金
- National Natural Science Foundation of China [71703051]
- Qinghai Soft science project [2018-ZJ-609]
- China Scholarship Council [201706760038]
- Publicity Department of the CPC Central Committee Cultural Masters
- Four Batch talent project (Research on Green Development in Rural China)
In the face of growing environmental concerns among Chinese consumers over food contamination, this study investigates the determinants of Chinese consumers' purchase intentions and willingness to pay for rice with environmental attributes (green rice). The analysis focused especially on latent consumer traits of environmental pollution concerns and subjective environmental knowledge. The data was collected through survey questionnaires administered in three Chinese cities: Guangzhou, Wuhan and Lanzhou (n = 622). A structural equation model was estimated to generate direct and indirect effect estimates of latent and observables factors that determine consumer purchase intentions and willingness to pay for green rice. This study finds significant effects of subjective environmental knowledge on purchase intentions as well as pollution concerns on willingness to pay for green rice. While food quality concerns mediate purchase intentions and willingness to pay; individuals' socio-demographic characteristics including age, education, health status and income influence consumer choice for green rice. A relevant policy finding is that respondents who regard the government as the main agent in protecting the environment were less likely to choose green rice. Overall, the results suggest that strengthening environmental education and targeted market segmentation are necessary conditions for successfully establishing food products with labelled environmental credentials in the Chinese market.
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