Consumers'willingness to pay for ethical consumption initiatives on e-commerce platforms
Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms作者机构：School of Economics and ManagementNanjing Tech UniversityNanjing 211816P.R.China College of Economics and ManagementNanjing Agricultural UniversityNanjing 210095P.R.China Food and Resource Economics DepartmentUniversity of FloridaGainesvilleFL 32611-0240USA
出 版 物：《Journal of Integrative Agriculture》 (农业科学学报（英文版）)
年 卷 期：2021年第20卷第4期
页 面：1012-1020页
核心收录：
学科分类：120301[管理学-农业经济管理] 12[管理学] 1203[管理学-农林经济管理] 1201[管理学-管理科学与工程(可授管理学、工学学位)]
基 金：support from the National Natural Science Foundation of China(71903088) the Project of Humanities and Social Science of the Ministry of Education of China(19YJC790132)
主 题：ethical consumption apples from poverty-stricken areas WTP interval regression
摘 要：Despite China s fast-growing e-commerce and its great achievement in promoting poverty alleviation through consumption,little is known about Chinese consumers online ethical *** the payment card elicitation method,this paper designs a within-subject survey and a between-subject survey to investigate Chinese consumers quality perception and preference for apples from poverty-stricken *** results show that beforeinformation shock,emphasizing that taste and safety attributes of apples from poverty-stricken areas are the same as the conventional ones,Chinese consumers on average are willing to pay a 31%premium for apples from poverty-stricken ***information shock,both the within-subject and between-subject designs show a minimal drop of the premium,implying that the ethical attribute is the main motivation for buying apples from poverty-stricken *** regression results show that quality perception of private attributes has significant effect on consumers willingness to pay(WTP)for apples from poverty-stricken areas,and trust in government supervision of e-commerce plays an essential role in motivating online ethical consumption.
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