Revitalize Traditional Agriculture: Chinese Consumer Perception and Preference of “Modern” Organic and Sustainable Traditional Rice Products

Abstract

Many smallholder farmers in developing countries have used sustainable traditional agricultural techniques to ensure food safety and sustainability over the centuries. However, the value of sustainable traditional agricultural products, especially as an inexpensive substitution for “modern” organic products in developing countries, is rarely studied. Using the contingent valuation method, we compared Chinese consumers’ perceptions of and preferences for sustainable traditional agricultural products and “modern” organic products. Our results show that sustainable traditional agriculture can signal environment-friendly practices and food safety, and consumer willingness to pay for sustainable traditional agricultural products is higher than those of “modern” organic products. Considering the high demand for sustainable traditional agricultural products, revitalizing sustainable traditional agriculture may be a good way to balance sustainability and feasibility in developing countries.