Compensation Fees and Willingness to Pay: A Field Experiment on Organic Apples

Skuza, Nathan; McCracken, Vicki; Ellis, Joan

doi:10.22004/ag.econ.208846

Cited by 1 publication

(2 citation statements)

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“…, 2019). Agricultural brand labels include enterprise brand labels and regional brand labels based on geographical indications of agricultural products (Loureiro and McCluskey, 2010; Skuza et al. , 2015).…”

Section: Introductionmentioning

confidence: 99%

“…The construction of agricultural brand label is the key to the construction of agricultural brand, because it cannot only protect farmers and agricultural products in law, but also conducive to the dissemination of agricultural brand and the accumulation of agricultural brand value (Jiang et al, 2019). Agricultural brand labels include enterprise brand labels and regional brand labels based on geographical indications of agricultural products (Loureiro and McCluskey, 2010;Skuza et al, 2015). Agricultural brand labels are different from industrial products in intellectual property protection and face multiple difficulties (Leufkens, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Is consumers' willingness to pay premium for agricultural brand labels sustainable?: evidence from Chinese consumers' random n-price auction experiment

Yang

2022

BFJ

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PurposeConsumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.Design/methodology/approachData were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.FindingsThe results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.Practical implicationsThe results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.Originality/valueTo the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.

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Section: Introductionmentioning

confidence: 99%