Analysis of Consumers' Willingness to Pay for Traceable Fresh Fruits in Shanghai City and Countermeasures

By the survey of consumers' behaviour of purchasing fresh fruits, this paper researches the group characteristics of people who consume traceable fresh fruits, and analyses the main factors influencing consumers' willingness to purchase. Based on this, corresponding proposals are put forward as follows: first, the government should not only focus on supervision and regulation over food security, but also strengthen the education of food security knowledge, publicity and promotion of traceable system; second, the government and related enterprise should particularly pay attention to the impact of consumers' individual characteristics on willingness to purchase and purchase behaviours, and work out feasible strategy of traceable food marketing, according to consumers' preferences, consumers' attention to health, consumers' attention to the healthy growth of children and other factors; finally, when implementing the system, the state and the government should take into full account the average income level of consumers, give full play to the effect of scale merit, and work out the reasonable price that can be accepted by most of consumers.

Preference and Willingness of Consumers to Pay for Value-added Poultry Products in Niger Delta Region of Nigeria

There has been a steady growth in demand for convenience and ready-cooked food has influenced the interest of poultry processors in developing value-added chicken products that meet consumers＇ demand/choice. A conjoint analysis was done in this study on the survey of 975 chicken consumers in the Niger Delta Region of Nigeria, between March and September, 2014 to valuate consumers, preferences and willingness to pay （WTP） for various chicken attributed parts, production method, processing method, storage method, the presence of flavor and cooking method. The estimates of consumers, WTP premium prices for various mixtures of value-added characteristics were ascertained. The consumers preferred chicken products refrigerated, from chicken produced under free-range management, chicken breast, chicken product that was addictive and flavor free, which could be oven-heated or pan heated. One half of the entire respondents were willing to pay about 25% more for value-added chicken product over the price for conventional products. On the whole, a premium for value-added chicken products was more likely to be paid for by young consumers, consumers who patronized farmers＇ markets and preferred free-range or organic chicken products. WTP by consumers was negatively affected by price of products. The poultry industry could utilize combined knowledge of consumers＇ WTP for value-added chicken product price as a guide of develop innovative value-added chicken products.

Consumers’ Awareness of Genetically Modified Food and Their Willingness to Buy in Yanbian Prefecture

Having a clear understanding of consumers' awareness of genetically modified food and their willingness to buy, plays a very important role in formulating the regulatory policy of genetically modified food and regulating the market of genetically modified food. This paper takes the supermarket consumers as the study object. Through on-site questionnaire survey, we find that consumers' awareness of genetically modified food is not high in Yanbian Prefecture, and their willingness to buy is also low; the prices of genetically modified food, consumers' income, educational level and so on, are the main factors that affect the willingness to buy. Based on this, we put forth the relevant recommendations: increasing publicity efforts to safeguard consumers' right to know and choose; increasing supervision efforts to improve the existing regulatory system of genetically modified food; actively organizing forces to carry out the study on safety of genetically modified food.

How Environmental Attitudes Affect Consumers’Willingness to Engage in Green Consumption Behaviors:The Moderating Role of“Plastic Restriction”

Consumers’willingness to engage in green consumption behavior will be guided by internal psychological factors and also influenced by external environmental factors.One of the most common external interventions is the issuance of scientific policies and regulations.The government may introduce policies and regulations that help to increase the willingness of green consumption behavior,such as energy-saving and emission reduction policies and policies to restrict plastic products.In this paper,the authors study the mechanism of the effect of environmental attitudes on consumers’willingness to engage in green consumption behavior from the perspective of“plastic restriction”,and conclude that the magnitude of the effect of policies and regulations on the willingness to engage in green consumption behavior varies significantly at different levels of environmental attitudes.This study provides scientific implementation ideas and targeted management suggestions for the government to formulate effective external intervention policies for green consumption.

Consumers’experiences and preferences for plant-based meat food:Evidence from a choice experiment in four cities of China

This paper examined consumers’experiences in and preferences for plant-based meat(PBM)food and their respective correlates,based on data from an online survey of 579 consumers in four major cities in China in early 2021.We first described consumers’experiences in consuming and purchasing PBM food and their correlates,and then analyzed consumer preferences using hypothetical choice experiment.The experiment offered consumers various options to purchase burgers made from PBM or animal-based meat(ABM),combined with different countries of origin(COO),taste labels,and prices.Our data showed that respondents hold overall positive attitudes toward PBM food;85 and 82%of respondents reported experience in eating and purchasing PBM food,respectively.More than half of them ate PBM food because they wanted to try new food(58%),or were interested in healthy food(56%).Income,religion,and dietary restrictions were significantly correlated with consumers’experiences in PBM food consumption.Results from the Random Parameter Logit Model based on the hypothetical choice experiment data showed that 79%of respondents chose PBM burgers and were willing to pay an average of 88 CNY for a PBM burger.We also found that 99.8 and 83%of respondents are willing to buy burgers made in China and those with a taste label,with a willingness to pay(WTP)of 208 and 120 CNY,respectively.The heterogeneity test revealed that females and those with at least a bachelor’s degree,higher income,religious beliefs,and dietary restrictions are more likely to buy PBM burgers than their counterparts.

The impact of farmers’ assessments of risk management strategies on their adoption willingness

Farmers'assessments of risk management strategies and how the assessments influence their willingness to adopt these strategies are poorly understood.This study conducts a structured survey of 469 farmers to investigate how farmers assess both crop insurance and crop price insurance,the impact of the assessments on their adoption willingness,and in particular,the differences in assessments and adoption willingness between crop insurance and crop price insurance.Empirical results show that farmers’assessments on crop insurance can be significantly improved through communication and experience.The most effective way to improve farmers'assessments on crop price insurance is providing adequate information about the insurance products.Furthermore,farmers'adoption willingness would be enhanced by improved assessment of both crop yield and crop price insurance.This study provides the first empirical evidence that farmers have limited information to assess insurance,which significantly influences their willingness to adopt.This finding reflects that the dissemination of insurance policies,the effectiveness of insurance,and the availability of insurance services significantly enable farmers'ability to assess risk management strategies,which potentially increases farmers'willingness to adopt insurance.

Farmers' Willingness-to-Pay for Environment and Human Health and Adoption of IPM

Although chemical control of pests increases crop production, it brings a lot of damage to environment and human health. There exist a number of alternative methods that are not so harmful to environment and human health. However, whether and how much in extent these technologies adopted are plausible depends on the comparison of benefit-cost between chemical control and the alternative control methods (such as Integrated Pest Management, IPM) and farmers' willingness-to-pay (WTP) for envirorment and human health. Using contingent valuation method (CVM), the author investigates farmers' WTP for environment and human health, recognizes the factors influencing WTP, and accordingly points out the importance of pest control technology extension and government regulation of pesticides.

Generational Dynamics of Innovation Adoption in Chinese Consumer Markets: A Comprehensive Analysis

This extensive and comprehensive study delves into the intricate dynamics of generational responses to innovative marketing strategies within the dynamic landscape of the Chinese consumer market.Given China’s rapid economic growth and technological advancements,it has become imperative for businesses and marketers to grasp how different generations engage with marketing innovations.This study encompasses Baby Boomers,Generation X,Millennials,and Generation Z,each shaped by unique life experiences and societal contexts,resulting in distinct preferences and behaviors.Furthermore,the study offers a thorough analysis of how diverse generations in China interact with and respond to innovative marketing strategies,providing academic researchers and businesses operating in the rapidly evolving Chinese consumer marketing landscape with actionable insights.Understanding these generational dynamics is crucial for developing marketing strategies that resonate with diverse generational segments and harnessing the power of technology to connect with consumers across all age groups.The dynamic landscape is further enriched by the proliferation of digital technologies,social media platforms,and e-commerce ecosystems.This study scrutinizes how these generational cohorts interact with innovation in marketing,considering preferences,technological adoption patterns,cultural influences,and attitudes toward trust and privacy.Additionally,it examines generational disparities in marketing channel preferences,offering valuable insights for companies aiming to tailor their marketing strategies to effectively engage diverse generational segments in China.Importantly,this research underscores the strategic significance of understanding generational differences in marketing innovation adoption.It emphasizes that this knowledge is not solely an academic pursuit but rather a critical necessity for companies seeking to thrive in one of the most competitive consumer markets globally.By acknowledging and responding to the distinct preferences and behaviors of various generational cohorts,businesses can forge meaningful connections,optimize return on investment,and adeptly navigate the evolving consumer landscape.

Factors Influencing Willingness and Ability of Farmers to Adopt New Technologies:A Case Study of Guanzhong Area

Based on data of 248 rural households in Pucheng County and Huxian County,we established the Two-Level Logit Model to analyze the willingness of farmers to adopt new technologies,its influence factors,and probability of successful adoption of new technologies.Results show that the willingness has positive correlation with whether the farmer is head of household,the educational level,occupation,agricultural loan,the number of family labor,and information dissemination channel,while it has negative correlation with non-agricultural employment proportion and whether the farmer is village cadre.In the model of the probability of farmers'successfully adopting new technologies,occupation,agricultural loan,planting area,gender and educational level are positively correlated,while age and non-agricultural employment proportion are negatively correlated.Largescale flow of rural labor plays a negative role in popularization of technologies in rural areas through influencing factors,including number of family labor,non-agricultural employment proportion,educational level,gender,and whether the farmer is village cadre.Finally,on the basis of results of empirical study,we put forward countermeasures and suggestions for strengthening ability of farmers to adopt new technologies.

Discovering Niche Market： Consumer Preferences and Willingness to Pay for Organic Pork

With the concern for environmental quality and food safety, organic food products are becoming more important in the global market. In recent years the organic food industry has been expanding and sales of organic products have been increasing. Abundant studies have been done focusing on organic fruits and vegetables which focused on the shortage of organic live stocks. In this paper we focus our attention on organic pork products. Using a sample of 400 Thais consumers, this study proposes the contingent valuation （CV） technique to measure the willingness of individuals to pay a price premium for organic pork in Thailand. In order to obtain the mean ＂willingness to pay＂ （WTP）, a bivariate probit model was applied to provide information about the crucial variables that affect the WTP. The study revealed that variables that better approximate WTP are based on the lifestyle and knowledge about organic foods rather than the usual socioeconomic factors. The mean WTP on the premium price for organic pork is approximately 34.30 Bath per kg. In order to access the market potential this study shows that the suitable attributes of organic pork which is consistent with consumer preferences are composed of modernized and environmental packaging with special product details. Marketing this product to the buyer it should be set at a reasonable price. Stimulating the market should be done by doing sales promotion and public relations on a regularly basis. In addition, organic pork should be available in any places and convenient for customers to buy.

Consumer confidence and consumers’ preferences for infant formulas in China

A series of safety incidents related to domestically-produced infant formulas(DIFs) almost destroyed Chinese consumer confidence in domestic dairy products. Understanding consumer confidence and its effect on consumption behavior is important to restore consumer confidence and enhance the competitiveness of domestic dairy industry. This article first measures Chinese consumer confidence in DIFs safety using a two-dimension scale(optimism and pessimism) and then investigates its effect on consumers’ preferences for DIFs through a choice experiment. Involving 450 consumers residing in Beijing, Tianjin and Shijiazhuang, the experiment elicited information on their preferences for DIFs with six attributes(organic raw milk, farm-to-table traceability, region of origin, quality certification, animal welfare, and price). Our analysis yields four findings. First, Chinese consumers still lack confidence in DIFs safety. Second, quality certification is the most preferred product characteristic, followed by organic raw milk and farm-to-table traceability. Third, serving as a signal of high quality, price exerts a positive impact on choices of DIFs for pessimistic consumers. Finally, consumer preferences for farm-to-table traceability and region of origin are significantly influenced by consumer confidence.

Farmers’precision pesticide technology adoption and its influencing factors:Evidence from apple production areas in China

The research aimed to understand farmers’willingness to adopt(WTA)and willingness to pay(WTP)for precision pesticide technologies and analyzed the determinants of farmers’decision-making.We used a two-stage approach to consider farmers’WTA and WTP for precision pesticide technologies.A survey of 545 apple farmers was administered in Bohai Bay and the Loess Plateau in China.The data were analyzed using the double-hurdle model.The results indicated that 78.72%of respondents were willing to apply precision pesticide technologies provided by service organizations such as cooperatives and dedicated enterprises,and 69.72%were willing to buy the equipment for using precision pesticide technologies.The results of the determinant analysis indicated that farmers’perceived perceptions,farm scale,cooperative membership,access to digital information,and availability of financial services had significant and positive impacts on farmers’WTA precision pesticide technologies.Cooperative membership,technical training,and adherence to environmental regulations increased farmers’WTP for precision pesticide technologies.Moreover,nonlinear relationships between age,agricultural experience,and farmers’WTA and WTP for precision pesticide technology services were found.

Consumer Risk Perceptions in Mobile Health Services Adoption: Do They Matter?

The purpose of this study is to investigate empirically the role of consumer perceived risks in the adoption of mobile health services. A theoretical model including the perceived risk associated with the activity targeted by a mobile health service and the perceived risk associated with the mobile service itself was developed and tested empirically in the context of an application supporting smoking cessation. The model was validated in a cross-sectional experiment conducted with 422 consumers in the UK and Canada. Findings show that while risk triggered by the nature of a health promotion activity is a strong driver of the adoption of the supporting mobile health service, risk related to the actual application targeting that activity is a comparatively weaker obstacle. The two contrasting risk perspectives are highly significant as they together explain over 31% of the variance in consumer intention to use the mobile health service, independently from other adoption factors. Overall, this study demonstrates that consumer risk perceptions alone are a multifaceted and meaningful component in mobile health services adoption, and that this element should not be overlooked in more complex research models.

新产品开发中共创信号对消费者创新采纳意愿的影响——基于叙事视角的双中介模型

随着数字经济的蓬勃发展和市场竞争的日益加剧,新产品开发成为企业争夺市场竞争优势的关键。基于叙事视角,从启发式和系统化路径来解释新产品开发中共创信号对观察者创新采纳意愿的影响,通过1个现场实验检验共创新信号对创新采纳意愿的影响效应、2个在线实验检验消费者来源相似性和消费者犬儒主义的中介效应和调节定向的调节效应,采集招募被试者数据后验证构建模型。3个实验结果发现:当消费者接收共创信号时,相比于他人叙事,自我叙事能够更加有效提升观察型消费者的创新采纳意愿,其中消费者来源相似性和犬儒主义起到共同中介作用;定向调节共创信号与消费者来源相似性之间的关系。研究结论拓展了新产品开发的理论研究,提出企业应重视提高消费者创新采纳意愿、强调参与者和观察者在使用创新产品时的相似性、凸显创新产品的利益点以及能够给观察者带来的利好价值等实践启示。

森林康养消费意愿—行为与服务质量期望—感知调查及差距分析

基于对森林康养实际消费者问卷调查,发现森林康养消费者消费意愿—行为差距和森林康养服务质量期望—感知差距,根据差距分析提出以需求为导向的森林康养供给侧改革方向。研究表明,森林康养消费意愿强烈,森林康养潜在市场空间巨大,在消费次数、消费金额和消费时长等方面均远未达到消费者的预期,可以成为森林康养产业发展的增长点。配套设施、管理服务的期望—感知差距最大,因此,完善配套设施、提升管理服务成为森林康养项目重点改进方向。应从丰富自然资源多样性着手减少自然生态类因素的期望—感知差距,提高康养项目体验性与多样性,为消费者提供高性价比的森林康养产品,重点提升消费者的身心愉悦感。

农户环境健康风险意识对环保技术采纳意愿的影响研究——以湖南省新晃侗族自治县为例

基于“同一健康(One Health)”理论,运用结构方程模型(SEM)来分析和测量多个影响因素对农户畜禽养殖废弃物资源化利用技术采纳意愿的作用。根据2021—2022年湖南省新晃侗族自治县进行的实地调研数据,采用分层抽样和简单随机抽样的方法,设定6个潜在变量:农户采纳意愿、同一健康认知、健康感、制度信任、政府宣导以及采纳条件。其中,同一健康认知是主要关注的变量,分析其对农户采纳意愿的影响,同时也考察其他潜变量在各路径中的作用。得出结论:农户的同一健康认知对其健康感产生影响,从而间接影响他们对环保技术的采纳意愿。同一健康认知并不能直接决定农户的采纳行为,而是作为中介因素影响其采纳意愿。在意愿得到普遍认同的情况下,行为才可能发生。因此,政府可通过宣传和普及健康教育,培育农户的同一健康理论和环境监控风险意识,同时也应维持自身的公信力,加强技术推广和政策补贴。

个性化算法推荐服务用户采纳意愿影响因素:元分析研究

数智时代,个性化算法推荐服务迅速发展。关于个性化算法推荐服务用户采纳意愿影响因素的实证研究结论存在不一致的现象,为明确关键影响因素,对该主题实证研究成果进行梳理与再分析,为后续相关研究提供借鉴。本文运用元分析方法,从国内外聚焦个性化算法推荐服务用户采纳意愿的51篇实证研究成果中识别出14个关键影响因素,其中信任、态度、感知愉悦性、交互质量、推荐信息质量等因素对用户采纳意愿作用程度较强。研究时间、社会环境和应用平台类型会对相关变量与个性化算法推荐服务用户采纳意愿之间的关系产生调节作用。

特色小众水果消费者意愿及影响因素研究——基于特色水果黄皮的调查

以特色水果黄皮为研究对象,构建价值感知、偏好对消费意愿的影响模型,结果显示,价值感知(包括功能价值、文化价值、创新价值)正向影响消费者偏好和消费意愿;消费者偏好正向影响消费意愿,且在价值感知(功能价值、文化价值、创新价值)和消费意愿间起着部分中介作用。基于研究结论、结合实际,提出了促进特色水果黄皮发展的对策建议。

基于选择实验的消费者对低碳牛奶偏好及支付意愿研究

分析消费者对低碳农产品的偏好及偏好异质性来源,是引导消费者进行低碳消费,进而实现碳减排目标的基石。本研究对低碳牛奶设置了低碳标签、有机认证、知名品牌和价格4种属性及相应的水平,应用选择实验法并结合随机参数Logit模型与潜在类别模型的研究方法,探究消费者对低碳牛奶的偏好及偏好的异质性来源。结果表明:消费者对不同牛奶属性的关注程度不同,在选购牛奶时,消费者最注重是有机认证,其次是低碳标签和牛奶品牌。将消费者划分为3种潜在类别,分别为环境保护偏好型、质量安全偏好型和价格敏感型。个体特征对消费者偏好具有显著影响,年龄越小、收入水平越高的女性消费者更注重环境保护,而年龄越大、牛奶购买越频繁的消费者更注重质量安全。因此,提出积极地开展低碳牛奶的媒体宣传活动、把握消费者偏好增加低碳牛奶的品类、实施差异化营销策略和加快低碳农产品认证体系建设等政策建议。

临床决策支持系统采纳意愿理论模型研究综述

信息技术接受研究是管理信息系统领域中的一个重要分支。近年来,信息技术接受模型得到不断的整合和发展,但是在现实中,由于信息技术和管理任务的多样性,理论模型的现实意义被大大减弱,不同模型之间仍然存在很多交叉重叠的概念。基于上述背景,本文通过对以往大量文献进行分析,梳理归纳国内外关于健康领域医生技术采纳的研究,重点分析理论模型的选择与整合,变量的设置与拓展以及研究方法,为今后更好地探索医生使用临床决策支持系统的影响因素提供参考。