A preliminary study of Chinese consumers' willingness-to-pay for fruit produced with sustainable attributes

Article


Sun, X. and Collins, R.. 2013. "A preliminary study of Chinese consumers' willingness-to-pay for fruit produced with sustainable attributes." Acta Horticulturae. 1006, pp. 349-353. https://doi.org/10.17660/ActaHortic.2013.1006.44
Article Title

A preliminary study of Chinese consumers' willingness-to-pay for fruit produced with sustainable attributes

ERA Journal ID5378
Article CategoryArticle
AuthorsSun, X. (Author) and Collins, R. (Author)
Journal TitleActa Horticulturae
Journal Citation1006, pp. 349-353
Number of Pages5
Year2013
Place of PublicationBelgium
ISSN0567-7572
Digital Object Identifier (DOI)https://doi.org/10.17660/ActaHortic.2013.1006.44
Web Address (URL)http://www.ishs.org/ishs-article/1006_44
Abstract

Producing food in a sustainable way has become an important issue in developed countries but thus far it has been given little attention in Asian countries. Although some consumers in Asia believe sustainable food production is important, this by no means indicates that their purchase behaviour would change accordingly. To explore the relationship between sustainable fruit production and consumers’ attitude and purchasing behaviour, this study conducted eight focus groups across four major cities in China. The results show that Chinese consumers had very limited knowledge of sustainable production, although they acknowledged that less carbon emission, less water use and biodegradable packaging were good for the environment. The study also revealed that consumers’ willingness to pay a premium for sustainability attributes differed from attribute to attribute. Willingness to pay was also affected by income and gender, and most importantly, the level of trust consumers had in the certification issued by authorities for accrediting those sustainability attributes.

KeywordsChina; consumers; sustainable products; fruit attributes; certification
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
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Byline AffiliationsUniversity of Queensland
Institution of OriginUniversity of Southern Queensland
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