Influencing Factors and Group Differences of Urban Consumers' Willingness to Pay for Low-Carbon Agricultural Products in China

文献类型： 外文期刊

第一作者： Geng, Ning

作者： Geng, Ning;Han, Xibing;Liu, Zengjin;Zhang, Xiaoyu

作者机构：

关键词： low-carbon agricultural products; willingness to pay; influencing factors; group differences

期刊名称：INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH （ 影响因子：4.614； 五年影响因子：4.799 ）

ISSN：

年卷期： 2023 年 20 卷 1 期

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收录情况： SCI

摘要： Developing low-carbon agriculture has become a development goal for low-carbon economies in various countries, and consumers' awareness and willingness to pay (WTP) for low-carbon agricultural products is an important link in achieving the sustainable development of low-carbon agriculture. The theory of planned behavior is a widely used framework to explain consumers' food choices. Considering the intrinsic norms of consumers, their perceptions of low-carbon agricultural products, and shifts in consumer behavior, our study adds the influence of environmental awareness and consumer preferences to the theoretical framework of analysis. We choose the contingent valuing method (CVM) and use 532 consumer questionnaires in Shanghai to validate Chinese urban consumers' WTP for low-carbon products and its influencing factors. The findings show that Chinese urban consumers have a high overall awareness of low-carbon agricultural products and, after strengthening the conceptual information of consumers, most consumers agree that low-carbon vegetables are more conducive to ecological environment protection, quality, and safety guarantees than conventional vegetables. The existing analysis showed that some variables such as bid price, behavioral attitudes, subjective norms, and consumption preferences significantly influenced consumers' willingness to pay for low-carbon leafy greens, while the effect of the environmental awareness variable was not significant. Further research found that consumers' WTP for low-carbon leafy greens showed significant group differences across income, gender, age, and education. Therefore, to promote the consumption of low-carbon agricultural products in China, we should attach importance to the publicity and guidance of low-carbon vegetables and strengthen the certification of low-carbon vegetable products. This study can provide policy reference for reasonably regulating and subdividing China's low-carbon agricultural products market.

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