Willingness to pay for the Green Food in China

With use of payment card survey data of willingness to pay (WTP) for the Green Food, a unique food certification in China, this study finds that age and income are important for the WTP for the Green Food in China. There are structural differences in consumer preference for Green Food between the large city and the small county. Consumers in China, on average, are willing to pay 47% more for Green vegetables and 40% more for Green meat than for their conventional counterparts. Compared with the real markets and the previous studies, our results are very consistent and reliable. (C) 2014 Elsevier Ltd. All rights reserved.