Health Is Wealth: Study on Consumer Preferences and the Willingness to Pay for Ecological Agricultural Product Traceability Technology: Evidence from Jiangxi Province China

Ximing Chen, Jie Shang, Muhammad Zada, Shagufta Zada, Xueqiang Ji, Heesup Han, Antonio Ariza-Montes and Jesús Ramírez-Sobrino
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Ximing Chen: School of Economics and Management, Northeast Forestry University, Harbin 150040, China
Jie Shang: School of Economics and Management, Northeast Forestry University, Harbin 150040, China
Muhammad Zada: Business School, Henan University, Kaifeng 475000, China
Shagufta Zada: Ideological and Political Education Department, School of Marxism, Northeast Forestry University, Harbin 150040, China
Xueqiang Ji: School of Economics and Management, Northeast Forestry University, Harbin 150040, China
Heesup Han: College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain
Jesús Ramírez-Sobrino: Business Growth Challenges Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain

IJERPH, 2021, vol. 18, issue 22, 1-13

Abstract: The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have not analyzed their willingness to pay. Therefore, this study focused on organic rice, an ecological agricultural product. The study was based on a survey from Jiangxi Province, China. It used a selective experiment method in order to analyze consumer preferences and the willingness to pay for ecological agricultural product traceability technology. The results show that consumer preferences are as follows: blockchain technology application attributes, traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. In terms of willingness to pay, consumers have the highest willingness to pay for the application of blockchain technology, which they are willing to pay CNY 21.902 more per kg for this attribute. At the same time, consumers are also willing to make additional payments for traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. Their willingness to pay is CNY 20.426, CNY 17.115 yuan, and CNY 11.049, respectively.

Keywords: ecological agricultural products; traceability technology; food safety; selective experiment method (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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