How Does Information Influence Consumers’ Purchase Decisions for Environmentally Friendly Farming Produce? Evidence from China and Japan Based on Choice Experiment

Author:

Yang Runan,Fuyuki KatsuhitoORCID,Minakshi Keeni

Abstract

In this research, 600 Chinese and Japanese consumers were divided into four groups to analyze consumers’ marginal willingness to pay for environmentally friendly farming (EFF) produce. We found that Chinese consumers had high awareness of green foods, while Japanese consumers were more familiar with organic produce than specially cultivated produce, perhaps because the latter has not yet received uniform national certification in Japan. Choice experiments show that EFF produce prices and consumers’ income critically affect consumers’ decision to pay, especially in China. After each group read different formal definitions of EFF produce, Chinese consumers still preferred green food certification, whereas Japanese consumers chose specially cultivated carrots. Both displayed different ideological purchasing behaviors through added interaction terms with an increase in education. When no information was given, Japanese consumers’ purchasing decisions became more positive as their education levels rose. Possibly, highly educated Chinese consumers emphasize pragmatism, whereas Japanese consumers emphasize the connection between environmental protection and agriculture. Therefore, EFF messaging should be differentiated by region. For distributors committed to international trade in EFF products between developing and developed markets, we suggest lower costs, differentiated product messaging, and community initiatives events to enhance trade and marketing in both China and Japan.

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Reference56 articles.

1. Organic Farming Statistics https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Organic_farming_statistics#Key_messages

2. U.S. Organic Industry Survey 2021 https://ota.com/news/press-releases/21755

3. Strengthening Organic Farming: Strategy for the Future of Organic Farming https://www.bmel.de/EN/topics/farming/organic-farming/strategy-future-organic-farming.html

4. Organic Farming in German https://www.bmel.de/SharedDocs/Downloads/EN/Publications/Organic-Farming-in-Germany.html

5. E-commerce in agri-food sector: a systematic literature review

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3