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Sustainability 2017, 9(3), 331; doi:10.3390/su9030331

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

1
China Academy for Rural Development (CARD), Zhejiang University, Hangzhou 310058, China
2
School of Public Affairs, Zhejiang University, Hangzhou 310058, China
*
Authors to whom correspondence should be addressed.
Academic Editor: Yongrok Choi
Received: 3 January 2017 / Revised: 17 February 2017 / Accepted: 20 February 2017 / Published: 23 February 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
View Full-Text   |   Download PDF [414 KB, uploaded 23 February 2017]   |  

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. View Full-Text
Keywords: eco-labeling; eco-environmental concerns; food safety; choice experiment; latent class model eco-labeling; eco-environmental concerns; food safety; choice experiment; latent class model
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Liu, Q.; Yan, Z.; Zhou, J. Consumer Choices and Motives for Eco-Labeled Products in China: An Empirical Analysis Based on the Choice Experiment. Sustainability 2017, 9, 331.

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