College of Economics and Management, Huazhong Agricultural University, 1 Shizishan Street, Hongshan, Wuhan 430074, China; Hubei Rural Development Research Center, Huazhong Agricultural University, 1 Shizishan Street, Hongshan, Wuhan 430074, China; Department of Resource Economics and Environmental Sociology, University of Alberta, 567 General Services Building, Edmonton AB T6G-2H1, Canada.
Department of Resource Economics and Environmental Sociology, University of Alberta, 567 General Services Building, Edmonton AB T6G-2H1, Canada.
Food Res Int. 2020 Apr;130:108881. doi: 10.1016/j.foodres.2019.108881. Epub 2019 Dec 5.
In the face of growing environmental concerns among Chinese consumers over food contamination, this study investigates the determinants of Chinese consumers' purchase intentions and willingness to pay for rice with environmental attributes (green rice). The analysis focused especially on latent consumer traits of environmental pollution concerns and subjective environmental knowledge. The data was collected through survey questionnaires administered in three Chinese cities: Guangzhou, Wuhan and Lanzhou (n = 622). A structural equation model was estimated to generate direct and indirect effect estimates of latent and observables factors that determine consumer purchase intentions and willingness to pay for green rice. This study finds significant effects of subjective environmental knowledge on purchase intentions as well as pollution concerns on willingness to pay for green rice. While food quality concerns mediate purchase intentions and willingness to pay; individuals' socio-demographic characteristics including age, education, health status and income influence consumer choice for green rice. A relevant policy finding is that respondents who regard the government as the main agent in protecting the environment were less likely to choose green rice. Overall, the results suggest that strengthening environmental education and targeted market segmentation are necessary conditions for successfully establishing food products with labelled environmental credentials in the Chinese market.
面对中国消费者对食品污染日益增长的环境问题的担忧，本研究调查了中国消费者对具有环境属性（绿色大米）的大米购买意愿和支付意愿的决定因素。分析特别关注环境污染问题和主观环境知识的潜在消费者特征。该数据通过在三个中国城市（广州、武汉和兰州）进行的问卷调查收集：广州、武汉和兰州（n=622）。通过结构方程模型来生成潜在和可观察因素的直接和间接效应估计，这些因素决定了消费者对绿色大米的购买意愿和支付意愿。本研究发现，主观环境知识对购买意愿有显著影响，污染问题对绿色大米的支付意愿也有显著影响。虽然食品安全问题影响购买意愿和支付意愿；但个人的社会人口特征，包括年龄、教育、健康状况和收入，会影响消费者对绿色大米的选择。一个相关的政策发现是，那些认为政府是保护环境的主要代理人的受访者不太可能选择绿色大米。总的来说，研究结果表明，加强环境教育和有针对性的市场细分是在中国市场成功推出具有标签环境资质的食品产品的必要条件。
