Environmental literacy; Green manure-rice; Information intervention experiment; Subjective self-evaluation; Willingness to pay; External informations; Food markets; Green manures; Information asymmetry; Self evaluation; Renewable Energy, Sustainability and the Environment; Environmental Science (all); Strategy and Management; Industrial and Manufacturing Engineering; General Environmental Science; Building and Construction
Abstract :
[en] This study aims to reveal Chinese consumers' willingness to pay for Green manure-rice and its determinants by conducting an information intervention experiment. Results first showed that consumers' willingness to pay before and after the information intervention was 7.9 CNY/kg and 12.1CNY/kg, which was 2.6 CNY/kg and 6.8 CNY/kg premium than that of conventional rice, respectively. This finding highlights the necessity of eliminating information asymmetry in the pro-environmental food market through external information supply. Afterwards, the decision mechanism by which consumers pay for Green manure-rice was explored. The main conclusions are as follows. First, both subjective self-evaluation and environmental literacy had a positive and significant impact on consumer premium. This finding provides policymakers with the enlightenment that it is feasible to raise consumer premium by actively guiding their subjective self-evaluation and fostering their environmental literacy. Second, the moderating effect of information intervention on consumer awareness of Green manure-rice attributes was identified. This result not only emphasizes the positive role of food attribute labeling in guiding consumers’ payment, but also further verifies the effectiveness of information strategy in promoting the development of Green manure-rice market. Third, information intervention narrowed the gap of payments between different consumer groups, which provides instrumental support for stabilizing the Green manure-rice market. These results are of great importance for both guiding the update of pro-environmental food market and promoting paddy agricultural system innovation in China.
Disciplines :
Business & economic sciences: Multidisciplinary, general & others
Author, co-author :
Li, Fuduo; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China
Zhang, Kangjie; Rural Development Institute, Chinese Academy of Social Sciences, Beijing, China
Yang, Peng; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China
Jiao, Jian ; Université de Liège - ULiège > TERRA Research Centre ; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China
Yin, Yanshu ; Université de Liège - ULiège > TERRA Research Centre ; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China
Zhang, Yingnan; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China
Yin, Changbin; Institute of Agricultural Resources and Regional Planning, Chinese Academy of Agricultural Sciences, Beijing, China ; Research Center for Agricultural Green Development in China, Beijing, China
Language :
English
Title :
Information exposure incentivizes consumers to pay a premium for emerging pro-environmental food: Evidence from China
We are very grateful for the funding of the Major Program of National Philosophy and Social Science Foundation of China ( 18ZDA048 ), China Agriculture Research System-Green Manure ( CARS-22 ) and China Postdoctoral Science Foundation Project ( 2021M693446 ), and Research on the Effect of the ADB ( Asian Development Bank )-Yangtze River Green Ecological Corridor Project Implementation on Green Development of Regional Agriculture ( L3740-PRC ).
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