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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, Open Access Journal, 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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    1. repec:gam:jsusta:v:10:y:2018:i:5:p:1494-:d:145347 is not listed on IDEAS
    2. repec:gam:jsusta:v:10:y:2018:i:3:p:603-:d:133525 is not listed on IDEAS
    3. repec:gam:jsusta:v:9:y:2017:i:12:p:2282-:d:122255 is not listed on IDEAS

    More about this item

    Keywords

    eco-labeling; eco-environmental concerns; food safety; choice experiment; latent class model;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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