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Chinese consumers’ willingness-to-pay for safety label on tomato: evidence from choice experiments

Author

Listed:
  • Shijiu Yin
  • Mo Chen
  • Yingjun Xu
  • Yusheng Chen

Abstract

Purpose - Unlike some developed countries, Chinese food safety certification system is multi-level including organic/green/hazard-free certifications. The purpose of this paper is to assess consumers’ preferences for tomatoes carrying these different labels. Design/methodology/approach - Data used in this study came from choice experiments (CEs) conducted in Shandong province, China. Based on experiment data, a random parameter logit model was established to analyze consumers’ willingness-to-pay (WTP). Findings - Consumers’ WTP for organic tomatoes was higher than that for hazard-free and green-certified tomatoes. Furthermore, consumers’ WTP for the European Union (EU) organic label was higher than that for the Chinese organic label, whereas a non-significant difference existed between the levels of consumers’ WTP for hazard-free and green-certified tomatoes. Consumers with different food safety risk perception (FSRP) had large differences in WTP, whereas those with varying environmental awareness (ENAW) had similar levels of WTP. Originality/value - This contribution is the first research which focuses on consumers’ WTP for EU organic label, Chinese organic label, green label, or hazard-free label on tomato through CEs in China. Furthermore, the influence of consumers’ FSRP and ENAW on their preference was analyzed through a random parameter logit model.

Suggested Citation

  • Shijiu Yin & Mo Chen & Yingjun Xu & Yusheng Chen, 2017. "Chinese consumers’ willingness-to-pay for safety label on tomato: evidence from choice experiments," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 9(1), pages 141-155, February.
    • Handle: RePEc:eme:caerpp:caer-11-2015-0147
    DOI: 10.1108/CAER-11-2015-0147
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    Citations

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    Cited by:

    1. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.
    2. Akinwehinmi, Joseph Oluwagbenga & Amos, Taye Timothy & Ogundari, Kolawole, 2021. "Consumer preferences for organic vegetables in southwestern Nigeria: A choice experiment approach," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 16(1), March.
    3. Shi, Longzhong & Chen, Xuan & Qiu, Jingran & Li, Li, 2022. "Consumers Preferences for Eco-Labels and the Impact of Information: A Choice Experiment on Aquatic Food Products in China," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322209, Agricultural and Applied Economics Association.
    4. Han, Fei & Zhou, Jiehong & Yan, Zhen & Yin, Shijiu, 2022. "Nudge to be Green? The Influence of Social Comparison on Consumers' Consumption Behaviors: A Case Study of Green Takeaway Packaging," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322228, Agricultural and Applied Economics Association.
    5. Oluwagbenga Akinwehinmi & Kolawole Ogundari & Taye Timothy Amos, 2022. "Consumers’ food control risk perception and preference for food safety certification in emerging food markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(3), pages 690-708, September.
    6. 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.
    7. Wang, Yiqin & Wang, Jingbin & Han, Dan & Lv, Shanshan & Chen, Mo & Yin, Shijiu, 2022. "The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    8. Yu Jiang & H. Holly Wang & Shaosheng Jin & Michael S. Delgado, 2019. "The Promising Effect of a Green Food Label in the New Online Market," Sustainability, MDPI, vol. 11(3), pages 1-14, February.

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