Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China

The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have...

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Autores principales:	Ximing Chen, Jie Shang, Muhammad Zada, Shagufta Zada, Xueqiang Ji, Heesup Han, Antonio Ariza-Montes, Jesús Ramírez-Sobrino
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	ecological agricultural products traceability technology food safety selective experiment method Medicine R
Acceso en línea:	https://doaj.org/article/fadd97b00ba647d5a0a4c72a11c9e87a
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spelling	oai:doaj.org-article:fadd97b00ba647d5a0a4c72a11c9e87a2021-11-25T17:48:03ZHealth Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China10.3390/ijerph1822117611660-46011661-7827https://doaj.org/article/fadd97b00ba647d5a0a4c72a11c9e87a2021-11-01T00:00:00Zhttps://www.mdpi.com/1660-4601/18/22/11761https://doaj.org/toc/1661-7827https://doaj.org/toc/1660-4601The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have not analyzed their willingness to pay. Therefore, this study focused on organic rice, an ecological agricultural product. The study was based on a survey from Jiangxi Province, China. It used a selective experiment method in order to analyze consumer preferences and the willingness to pay for ecological agricultural product traceability technology. The results show that consumer preferences are as follows: blockchain technology application attributes, traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. In terms of willingness to pay, consumers have the highest willingness to pay for the application of blockchain technology, which they are willing to pay CNY 21.902 more per kg for this attribute. At the same time, consumers are also willing to make additional payments for traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. Their willingness to pay is CNY 20.426, CNY 17.115 yuan, and CNY 11.049, respectively.Ximing ChenJie ShangMuhammad ZadaShagufta ZadaXueqiang JiHeesup HanAntonio Ariza-MontesJesús Ramírez-SobrinoMDPI AGarticleecological agricultural productstraceability technologyfood safetyselective experiment methodMedicineRENInternational Journal of Environmental Research and Public Health, Vol 18, Iss 11761, p 11761 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	ecological agricultural products traceability technology food safety selective experiment method Medicine R
spellingShingle	ecological agricultural products traceability technology food safety selective experiment method Medicine R Ximing Chen Jie Shang Muhammad Zada Shagufta Zada Xueqiang Ji Heesup Han Antonio Ariza-Montes Jesús Ramírez-Sobrino Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
description	The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have not analyzed their willingness to pay. Therefore, this study focused on organic rice, an ecological agricultural product. The study was based on a survey from Jiangxi Province, China. It used a selective experiment method in order to analyze consumer preferences and the willingness to pay for ecological agricultural product traceability technology. The results show that consumer preferences are as follows: blockchain technology application attributes, traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. In terms of willingness to pay, consumers have the highest willingness to pay for the application of blockchain technology, which they are willing to pay CNY 21.902 more per kg for this attribute. At the same time, consumers are also willing to make additional payments for traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. Their willingness to pay is CNY 20.426, CNY 17.115 yuan, and CNY 11.049, respectively.
format	article
author	Ximing Chen Jie Shang Muhammad Zada Shagufta Zada Xueqiang Ji Heesup Han Antonio Ariza-Montes Jesús Ramírez-Sobrino
author_facet	Ximing Chen Jie Shang Muhammad Zada Shagufta Zada Xueqiang Ji Heesup Han Antonio Ariza-Montes Jesús Ramírez-Sobrino
author_sort	Ximing Chen
title	Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
title_short	Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
title_full	Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
title_fullStr	Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
title_full_unstemmed	Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China
title_sort	health is wealth: study on consumer preferences and the willingness to pay for ecological agricultural product traceability technology: evidence from jiangxi province china
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/fadd97b00ba647d5a0a4c72a11c9e87a
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Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China

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