Consumers’ Willingness to Pay for Imported Milk: Based on Shanghai, China

Lingling Xu, Xixi Yang and Linhai Wu
Additional contact information
Lingling Xu: Institute for Food Safety Risk Management, School of Business, Jiangnan University, Wuxi 214122, China
Xixi Yang: Institute for Food Safety Risk Management, School of Business, Jiangnan University, Wuxi 214122, China
Linhai Wu: Institute for Food Safety Risk Management, School of Business, Jiangnan University, Wuxi 214122, China

IJERPH, 2019, vol. 17, issue 1, 1-16

Abstract: Against the backdrop of the continuous large-scale growth of imported milk in China, in this research 310 consumers in Shanghai were used as a sample, and a choice experiment was conducted to study consumer preference and willingness to pay for imported milk. The following product attributes were included: nutrition claim, fat content, flavor, country of origin, and price. Our results show that, excepting price, consumers consider flavor the most important attribute, followed by nutrition claim, fat content, and country of origin. Consumers can be delineated into four segments based on consumer preference for the attributes of imported milk: “nutrition claim seekers” are willing to pay the highest price for imported milk with nutrition claims, “indifferent” consumers pay little attention to imported milk attributes, “flavor-oriented” consumers have a strong preference for strawberry-flavored imported milk, and “price-sensitive” consumers weigh the price when choosing imported milk.

Keywords: choice experiment; preference; country of origin; nutrition claim (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/17/1/244/pdf (application/pdf)
https://www.mdpi.com/1660-4601/17/1/244/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:17:y:2019:i:1:p:244-:d:303082

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().