Is consumers' willingness to pay premium for agricultural brand labels sustainable
Evidence from Chinese consumers' random n -price auction experiment
Bibliographic Data
| ID | 21295608 |
|---|---|
| Authors | Le Bo (0000-0002-2996-6656, Shenyang Agricultural University), Xiaoli Yang (0000-0001-7991-1488, Shenyang Agricultural University) |
| Year | 2022 |
| Volume | 124 |
| Issue | 13 |
| Pages | 359-374 |
| Publication date | 2022-12-19 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-01-2022-0077 |
| OpenAlex | W4283789800 |
| Language | EN |
| Citations received | 3 |
| References cited | 58 |
Purpose Consumers' 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/approach Data 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. Findings The 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 implications The 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/value To 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
Advertising · Agriculture · Brand awareness · Brand management · Business · China · Economics · Microeconomics · Originality · Price premium · Sustainability · Willingness to pay · Consumer Market Behavior and Pricing · Economic and Environmental Valuation · Environmental Sustainability in Business · Marketing · Psychology
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| Citations per year | 1 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |