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Applying the payment card approach to estimate the WTP for green food in China

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  • Tian, Xu
  • Yu, Xiaohua
  • Holst, Rainer

Abstract

This paper uses a payment card approach to reveal consumers' willingness to pay for green food in China. We first present a brief introduction of the payment card approach and introduce several methods to estimate the WTP with payment cards, which we subsequently use to estimate WTP values regarding green vegetables, green meat and green eggs in China. Our results indicate that consumers in big cities are willing to pay a higher premium for green food and that WTP values are relatively higher for more expensive food than for cheaper food. In addition, the ratios of premium to price range mainly between 25% and 50% and WTP values obtained from interval midpoint approach are relatively higher than those calculated by other approaches. --

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Bibliographic Info

Paper provided by Leib­niz Institute of Agricultural Development in Central and Eastern Europe (IAMO) in its series IAMO Forum 2011: Will the "BRICs Decade" Continue? – Prospects for Trade and Growth with number 23.

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Date of creation: 2011
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Handle: RePEc:zbw:iamo11:23

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Keywords: WTP; Payment card; Green food;

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References

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  1. Xiaohua Yu & David Abler, 2009. "The Demand for Food Quality in Rural China," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(1), pages 57-69.
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  3. Hu, Wuyang & Zhong, Funing & Ding, Yulian, 2006. "Actual Media Reports on GM Foods and Chinese Consumers' Willingness to Pay for GM Soybean Oil," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 31(02), August.
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  9. Jay R. Corrigan & Dinah Pura T. Depositario & Rodolfo M. Nayga, Jr. & Ximing Wu & Tiffany P. Laude, 2009. "Comparing Open-Ended Choice Experiments and Experimental Auctions: An Application to Golden Rice," Working Papers 0901, Kenyon College, Department of Economics.
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  12. Hanemann, W. Michael, 1985. "Some Issues In Continuous - And Discrete - Response Contingent Valuation Studies," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 14(1), April.
  13. John C. Whitehead, 2002. "Incentive Incompatibility and Starting-Point Bias in Iterative Valuation Questions," Land Economics, University of Wisconsin Press, vol. 78(2), pages 285-297.
  14. Li Chuan-Zhong & Mattsson Leif, 1995. "Discrete Choice under Preference Uncertainty: An Improved Structural Model for Contingent Valuation," Journal of Environmental Economics and Management, Elsevier, vol. 28(2), pages 256-269, March.
  15. Bengt Kriström, 1993. "Comparing continuous and discrete contingent valuation questions," Environmental & Resource Economics, European Association of Environmental and Resource Economists, vol. 3(1), pages 63-71, February.
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  17. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(03), December.
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