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Estimating the Willingness to Pay for Eco-Labeled Products of Formosan Pangolin ( Manis pentadactyla pentadactyla ) Conservation

Author

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  • Wei-Chun Tseng

    (Department of Applied Economics, National Chung-Hsing University, Taichung City 40227, Taiwan)

  • Ya-Chu Yang

    (Department of Applied Economics, National Chung-Hsing University, Taichung City 40227, Taiwan)

  • Yun-Ju Chen

    (Department of Applied Economics, National Chung-Hsing University, Taichung City 40227, Taiwan)

  • Yung-Chih Chen

    (Department of Forestry, National Chung-Hsing University, 145, Xingda Rd., South Dist., Taichung City 40227, Taiwan
    The Experimental Forest, College of Bio-Resources and Agriculture, National Taiwan University, 12, Sec. 1, Qianshan Rd., Zhushan Township, Nantou County 55750, Taiwan)

Abstract

Pangolins are currently the most smuggled mammals in the world. Meanwhile, Taiwan has demonstrated the world’s first case of the use of artificial feeding to raise pangolins to adulthood. The government has also begun to cooperate with farmers in pangolin-spotted areas. Agricultural products can earn the green label once they have passed the evaluation. The challenge is that very few farms have obtained the pangolin-friendly label so far. Our hypothesis is that farmers lack the knowledge that consumers would pay additional money for products that are labeled pangolin-friendly compared to regular ones. Thus, farmers have an insufficient incentive to apply for this label. This research aims to fill this gap by providing people with the necessary knowledge. Contingent valuation with the single-bounded dichotomous choice format was used, which involved investigating 417 valid observations. We found the following: (1) customers are willing to pay about 8.06 USD for pangolin-friendly rice (an increase of 397% in relation to the mean price of rice); (2) customers are willing to pay for about 11.46 USD for pangolin-friendly tea (an increase of 179% in relation to the mean price of tea); and (3) customers are willing to pay about 25.81 USD for pangolin-friendly coffee (an increase of 509% in relation to the mean price of coffee). Our findings give farmers more incentive to conduct eco-friendly production. Consequently, the quality of agricultural products as well as the habitats of endangered pangolins improve. Thus, consumers’ health, the environment, and the future of pangolin conservation can benefit in this attempt to achieve sustainability.

Suggested Citation

  • Wei-Chun Tseng & Ya-Chu Yang & Yun-Ju Chen & Yung-Chih Chen, 2021. "Estimating the Willingness to Pay for Eco-Labeled Products of Formosan Pangolin ( Manis pentadactyla pentadactyla ) Conservation," Sustainability, MDPI, vol. 13(17), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9779-:d:626163
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    2. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.

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