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 ...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.展开更多
基金support from the National Natural Science Foundation of China(71903088)the Project of Humanities and Social Science of the Ministry of Education of China(19YJC790132)。
文摘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.
