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Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China

Author

Listed:
  • Ximing Chen

    (School of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Jie Shang

    (School of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Muhammad Zada

    (Business School, Henan University, Kaifeng 475000, China
    Department of Management Sciences, Alhamd Islamic University, Islamabad 45400, Pakistan)

  • Shagufta Zada

    (Ideological and Political Education Department, School of Marxism, Northeast Forestry University, Harbin 150040, China)

  • Xueqiang Ji

    (School of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Antonio Ariza-Montes

    (Social Matters Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain)

  • Jesús Ramírez-Sobrino

    (Business Growth Challenges Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain)

Abstract

The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have not analyzed their willingness to pay. Therefore, this study focused on organic rice, an ecological agricultural product. The study was based on a survey from Jiangxi Province, China. It used a selective experiment method in order to analyze consumer preferences and the willingness to pay for ecological agricultural product traceability technology. The results show that consumer preferences are as follows: blockchain technology application attributes, traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. In terms of willingness to pay, consumers have the highest willingness to pay for the application of blockchain technology, which they are willing to pay CNY 21.902 more per kg for this attribute. At the same time, consumers are also willing to make additional payments for traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. Their willingness to pay is CNY 20.426, CNY 17.115 yuan, and CNY 11.049, respectively.

Suggested Citation

  • Ximing Chen & Jie Shang & Muhammad Zada & Shagufta Zada & Xueqiang Ji & Heesup Han & Antonio Ariza-Montes & Jesús Ramírez-Sobrino, 2021. "Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China," IJERPH, MDPI, vol. 18(22), pages 1-13, November.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:22:p:11761-:d:675408
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    Cited by:

    1. Weixia Xue & Zhiduan Xu, 2022. "The Impacts of Government Subsidies and Consumer Preferences on Food Supply Chain Traceability under Different Power Structures," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    2. Shahzad, Khuram & Zhang, Qingyu & Zafar, Abaid Ullah & Ashfaq, Muhammad & Rehman, Shafique Ur, 2023. "The role of blockchain-enabled traceability, task technology fit, and user self-efficacy in mobile food delivery applications," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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