Study on the Influencing Factors and Willingness to Pay of Consumers Purchasing Ecological Agricultural Products

Abstract

With the steady rise of China’s agricultural production and management level, the market of ecological agricultural products has developed rapidly, and consumers are increasingly concerned about ecological agricultural products. Consumers’ cognition and purchase intention are the keys to determine their future development. This research is aimed at ensuring that consumers have access to high-quality ecological agricultural products, thereby promoting the supply and production of ecological agricultural products, minimizing agricultural carbon emissions, and providing information on sustainable food pricing. Based on the research status at home and abroad, this study combines the questionnaire survey method to study the influencing factors and willingness to pay of consumers purchasing ecological agricultural products. A total of 601 online questionnaires from consumers in Harbin, a city in northeastern China, were collected, and statistical factor analysis, principal component analysis, and regression analysis were used to study the influencing factors of consumers’ purchase of ecological agricultural products from both positive and negative aspects, and in-depth analysis of the reasons why consumers refuse to pay, get the most real willingness to pay and related influencing factors, and quantify the influence of various variables on consumers’ purchasing behavior was done. On this basis, a logit model of survival analysis is constructed to study the premium payment level of consumers for ecological agricultural products, and the payment premium is 24.95%. The research results show that married, who have purchased ecological agricultural products, the higher the understanding of ecological agricultural products, the consumers who buy ecological agricultural products in farmers’ markets, Meituan and community group purchases, and the households with higher monthly consumption of agricultural products have a significant positive correlation with consumers’ purchase of ecological agricultural products. The higher the education level, the older the age, and the larger the family size were significantly negatively correlated with consumers’ purchase of ecological agricultural products.

Impact of Digital Village Construction on Agricultural Carbon Emissions: Evidence from Mainland China

“…Firstly, the information-driven effect of digital village construction enables peasants to better connect to the market and understand current market demand. Over time, consumer demand for agricultural products has become more diversified and their willingness to buy and pay a premium for green produce is gradually increasing [18]. Promoting the development of new businesses in rural areas, such as digital finance and e-commerce with Internet technology as the core, is a requirement for digital village construction.…”

External Factors Facilitating Quality Certification of Agricultural Products in China: Insights from Cooperatives in the Sichuan Province

“…From the available literature, scholars mostly focus on the producer's characteristics and perceptions [26], household characteristics [7,14], social capital [26,27], information disclosure [21], transaction type [24,28] and external regulation [28] to explore the factors that may influence the quality certification of cooperatives. As an institutional design of the "union of the weak", the internal strength of cooperatives is often limited [29], and the active involvement of external resources is a typical feature of the development of cooperatives in China [27,30].…”