2022
DOI: 10.3390/su14159470
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How Does Information Influence Consumers’ Purchase Decisions for Environmentally Friendly Farming Produce? Evidence from China and Japan Based on Choice Experiment

Abstract: In this research, 600 Chinese and Japanese consumers were divided into four groups to analyze consumers’ marginal willingness to pay for environmentally friendly farming (EFF) produce. We found that Chinese consumers had high awareness of green foods, while Japanese consumers were more familiar with organic produce than specially cultivated produce, perhaps because the latter has not yet received uniform national certification in Japan. Choice experiments show that EFF produce prices and consumers’ income crit… Show more

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