IDEAS home Printed from https://ideas.repec.org/a/eme/caerpp/caer-11-2015-0147.html
   My bibliography  Save this article

Chinese consumers’ willingness-to-pay for safety label on tomato: evidence from choice experiments

Author

Listed:
  • Shijiu Yin
  • Mo Chen
  • Yingjun Xu
  • Yusheng Chen

Abstract

Purpose - Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is to assess consumers’ preferences for tomatoes carrying these different labels. Design/methodology/approach - Data used in this study came from choice experiments (CEs) conducted in Shandong province, China. Based on experiment data, a random parameter logit model was established to analyze consumers’ willingness-to-pay (WTP). Findings - Consumers’ WTP for organic tomatoes was higher than that for hazard-free and green-certified tomatoes. Furthermore, consumers’ WTP for the European Union (EU) organic label was higher than that for the Chinese organic label, whereas a non-significant difference existed between the levels of consumers’ WTP for hazard-free and green-certified tomatoes. Consumers with different food safety risk perception (FSRP) had large differences in WTP, whereas those with varying environmental awareness (ENAW) had similar levels of WTP. Originality/value - This contribution is the first research which focuses on consumers’ WTP for EU organic label, Chinese organic label, green label, or hazard-free label on tomato through CEs in China. Furthermore, the influence of consumers’ FSRP and ENAW on their preference was analyzed through a random parameter logit model.

Suggested Citation

  • Shijiu Yin & Mo Chen & Yingjun Xu & Yusheng Chen, 2017. "Chinese consumers’ willingness-to-pay for safety label on tomato: evidence from choice experiments," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 9(1), pages 141-155, February.
    • Handle: RePEc:eme:caerpp:caer-11-2015-0147
    DOI: 10.1108/CAER-11-2015-0147
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/CAER-11-2015-0147/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/CAER-11-2015-0147/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/CAER-11-2015-0147?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shi, Longzhong & Chen, Xuan & Qiu, Jingran & Li, Li, 2022. "Consumers Preferences for Eco-Labels and the Impact of Information: A Choice Experiment on Aquatic Food Products in China," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322209, Agricultural and Applied Economics Association.
    2. Yu Jiang & H. Holly Wang & Shaosheng Jin & Michael S. Delgado, 2019. "The Promising Effect of a Green Food Label in the New Online Market," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    3. Oluwagbenga Akinwehinmi & Kolawole Ogundari & Taye Timothy Amos, 2022. "Consumers’ food control risk perception and preference for food safety certification in emerging food markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(3), pages 690-708, September.
    4. Akinwehinmi, Joseph Oluwagbenga & Amos, Taye Timothy & Ogundari, Kolawole, 2021. "Consumer preferences for organic vegetables in southwestern Nigeria: A choice experiment approach," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 16(1), March.
    5. Qing Liu & Zhen Yan & Jiehong Zhou, 2017. "Consumer Choices and Motives for Eco-Labeled Products in China: An Empirical Analysis Based on the Choice Experiment," Sustainability, MDPI, vol. 9(3), pages 1-12, February.
    6. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.
    7. Han, Fei & Zhou, Jiehong & Yan, Zhen & Yin, Shijiu, 2022. "Nudge to be Green? The Influence of Social Comparison on Consumers' Consumption Behaviors: A Case Study of Green Takeaway Packaging," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322228, Agricultural and Applied Economics Association.
    8. Wang, Yiqin & Wang, Jingbin & Han, Dan & Lv, Shanshan & Chen, Mo & Yin, Shijiu, 2022. "The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:caerpp:caer-11-2015-0147. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.