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

Listed author(s):
  • 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)

Registered author(s):

    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.

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    Article provided by MDPI, Open Access Journal in its journal Sustainability.

    Volume (Year): 9 (2017)
    Issue (Month): 3 (February)
    Pages: 1-12

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    Handle: RePEc:gam:jsusta:v:9:y:2017:i:3:p:331-:d:91260
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