Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms
Despite China’s fast-growing e-commerce and its great achievement in promoting poverty alleviation through consumption, little is known about Chinese consumers’ online ethical consumption. Using the payment card elicitation method, this paper designs a within-subject survey and a between-subject sur...
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| Huvudupphovsmän: | , , , , |
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| Materialtyp: | Artikel |
| Språk: | engelska |
| Publicerad: |
KeAi Communications Co., Ltd.
2021-04-01
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| Serie: | Journal of Integrative Agriculture |
| Ämnen: | |
| Länkar: | http://www.sciencedirect.com/science/article/pii/S2095311920635845 |
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| Sammanfattning: | Despite China’s fast-growing e-commerce and its great achievement in promoting poverty alleviation through consumption, little is known about Chinese consumers’ online ethical consumption. Using the payment card elicitation method, this paper designs a within-subject survey and a between-subject survey to investigate Chinese consumers’ quality perception and preference for apples from poverty-stricken areas. The results show that before “information shock”, emphasizing that taste and safety attributes of apples from poverty-stricken areas are the same as the conventional ones, Chinese consumers on average are willing to pay a 31% premium for apples from poverty-stricken areas. After “information shock”, both the within-subject and between-subject designs show a minimal drop of the premium, implying that the ethical attribute is the main motivation for buying apples from poverty-stricken areas. The regression results show that quality perception of private attributes has significant effect on consumers’ willingness to pay (WTP) for apples from poverty-stricken areas, and trust in government supervision of e-commerce plays an essential role in motivating online ethical consumption. |
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| ISSN: | 2095-3119 |