IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2021i1p211-d711396.html
   My bibliography  Save this article

Analysis of Consumer Preference for Green Tea with Eco-Friendly Certification in China

Author

Listed:
  • Kyungsoo Nam

    (Korea Rural Economic Institute, Naju 58321, Korea)

  • Yiyang Qiao

    (Department of Food and Resource Economics, Korea University, Seoul 02841, Korea)

  • Byeong-il Ahn

    (Department of Food and Resource Economics, Korea University, Seoul 02841, Korea)

Abstract

The eco-friendly certification system is designed to ensure safe agricultural products to consumers while minimizing environmental pollution. However, despite its advantages, it is not widely adopted due to a possible decrease of farmers’ income. In order to provide implication for activating the eco-friendly certification system, this paper examines the attributes of green tea which affect consumers’ preferences and estimates consumers’ willingness to pay (WTP) for the eco-friendly certification in China. A choice experiment survey is employed for data collection, and the random utility model is used to estimate the preference for the certification and quality of green tea. The attribute that yields the highest marginal WTP turns out to be the organic certification for which WTP is $115.9/250 g higher than for no certification. Also, the analytical results indicate that the group with high trust is willing to pay up to $214.6/250 g more for green tea with organic certification compared to the one with no certification. The empirical results suggest that it is important to build the consumers’ awareness and trust toward the certification to activate the eco-friendly certification system.

Suggested Citation

  • Kyungsoo Nam & Yiyang Qiao & Byeong-il Ahn, 2021. "Analysis of Consumer Preference for Green Tea with Eco-Friendly Certification in China," Sustainability, MDPI, vol. 14(1), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2021:i:1:p:211-:d:711396
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/1/211/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/1/211/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sin, Youngkwang, 2005. "Priority Analysis of Environment-friendly Agricultural Policy Programs," Journal of Rural Development/Nongchon-Gyeongje, Korea Rural Economic Institute, vol. 28(2), July.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Yayan Xie & Yang Su & Feng Li, 2022. "The Evolutionary Game Analysis of Low Carbon Production Behaviour of Farmers, Government and Consumers in Food Safety Source Governance," IJERPH, MDPI, vol. 19(19), pages 1-16, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      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:gam:jsusta:v:14:y:2021:i:1:p:211-:d:711396. 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.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

      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.