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

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. ISSN 0567-7572


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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.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version, in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 09 Aug 2017 01:48
Last Modified: 29 Nov 2017 00:12
Uncontrolled Keywords: China; consumers; sustainable products; fruit attributes; certification
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
Socio-Economic Objectives (2008): B Economic Development > 90 Commercial Services and Tourism > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified
Identification Number or DOI: doi:10.17660/ActaHortic.2013.1006.44
URI: http://eprints.usq.edu.au/id/eprint/28874

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