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Consumer Willingness to Pay for Food Safety in Beijing: A Case Study of Food Additives

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  • Liu, Yuanyuan
  • Zeng, Yinchu
  • Yu, Xiaohua

Abstract

Constructing a theoretical framework and using a survey data of 294 customers from 25 supermarkets in Beijing, this paper studies the willingness to pay (WTP) for additive-free Mooncakes in Beijing and finds that age and income are important for WTP for “food safety” in China. Income is positively correlated with the WTP and there is an inverted-U-shaped relationship between age and WTP. This study indicates that consumers in Beijing are willing to pay 5.80 Yuan more for an additive-free Mooncake, which provides a good policy benchmark for the government regulation on food additives. Furthermore, the theoretical framework also provides a good benchmark for understanding WTP in the future study of food safety.

Suggested Citation

  • Liu, Yuanyuan & Zeng, Yinchu & Yu, Xiaohua, 2009. "Consumer Willingness to Pay for Food Safety in Beijing: A Case Study of Food Additives," 2009 Conference, August 16-22, 2009, Beijing, China 51234, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae09:51234
    DOI: 10.22004/ag.econ.51234
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    Cited by:

    1. von Meyer-Höfer, Marie & Spiller, Achim, 2014. "“Sustainability” a semi-globalisable concept for international food marketing - Consumer expectations regarding sustainable food – An explorative survey in industrialised and emerging countries," GlobalFood Discussion Papers 182513, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    2. Ngigi, Marther W. & Okello, Julius Juma & Lagerkvist, Carl Johan & Karanja, Nancy & Mburu, John G., 2010. "Assessment of developing-country urban consumers’ willingness to pay for quality of leafy vegetables: The case of middle and high income consumers in Nairobi, Kenya," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 96191, African Association of Agricultural Economists (AAAE).
    3. Govindasamy, R & Arumugam, S & Vellangany, I & Ozkan, B, 2018. "Willingness to pay a high-premium for fresh organic produce: an econometric analysis," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 31(1).
    4. Meyer-Höfer, Marie von & Spiller, Achim, 2015. ""Sustainability" a semi-globalisable concept for international food marketing: Consumer expectations regarding sustainable food," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202747, European Association of Agricultural Economists.
    5. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    6. Sidali, Katia Laura & Spiller, Achim & von Meyer-Hofer, Marie, 2016. "Consumer Expectations Regarding Sustainable Food: Insights from Developed and Emerging Markets," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-30, August.
    7. Lloyd J.S Baiyegunhi & Sikhumbuzo E Mashabane & Nonjabulo C Sambo, 2018. "Influence of Socio-Psychological Factors on Consumer Willingness to Pay (WTP) for Organic Food Products," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 208-219.

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