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Consumer Choices and Motives for Eco-Labeled Products in China: An Empirical Analysis Based on the Choice Experiment

Author

Listed:
  • Qing Liu

    (China Academy for Rural Development (CARD), Zhejiang University, Hangzhou 310058, China)

  • Zhen Yan

    (China Academy for Rural Development (CARD), Zhejiang University, Hangzhou 310058, China)

  • Jiehong Zhou

    (School of Public Affairs, Zhejiang University, Hangzhou 310058, China)

Abstract

Based on choice experiments conducted via face-to-face interviews with 435 participants in four provincial areas of China (Shanghai, Zhejiang, Jiangsu, and Guangdong), Chinese consumers’ preferences and motives for purchasing eco-labeled rice are examined in this study. The heterogeneous effects of each motivating channel are also investigated. The results reveal positive correlations between premiums for eco-labeled rice and consumers’ concerns about food safety and the environment, suggesting that health benefits and environmental considerations are the two critical motivations. The willingness to pay for eco-labeled rice does not increase with consumers’ knowledge of the different production standards indicated by each eco-label. Individual characteristics that determine each class are further explored through a seemingly irrelevant regression to identify the target group of consumers for policy-makers.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:3:p:331-:d:91260
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    References listed on IDEAS

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