Preferences and willingness to pay for organic milk among urban consumers in Dalian, China

Fan Yue, Joseph Arbiol, Hisako Nomura, Mitsuyasu Yabe

Research output: Contribution to journalArticle

Abstract

This paper aims to assess the preferences and willingness-tc-pay for organic milk attributes among Chinese consumers. A discrete choice experiment was used to elicit preferences for organic milk attributes from 181 consumers regarding the importance of five organic milk attributes: organic feeding, animal welfare concerns, chemical-concerns, certification and price. The random parameters logit (RPL) model was used to determine preference heterogeneity among respondents. The derived coefficients of the RPL model was used to estimate the implicit price of the milk attribute, and the respondent's willingness to pay for combined features of milk attributes. The willingness to pay for combined features of milk attributes was estimated at 3.190 Yuan per 250 ml of milk. Respondents preferred milk that comes from organically-fed cattle, with certification label and with a lower price. Respondents' preferences for animal welfare attribute exhibited age and education specific differences. The negative effect of price on consumers' preferences can be offset by targeting older, highly-educated and male consumers and by increasing consumer awareness about organic milk.

Original languageEnglish
Pages (from-to)501-509
Number of pages9
JournalJournal of the Faculty of Agriculture, Kyushu University
Volume60
Issue number2
Publication statusPublished - Sep 1 2015

Fingerprint

willingness to pay
China
Milk
milk
Animal Welfare
logit analysis
certification
Certification
animal welfare
Logistic Models
milk prices
cattle feeds
consumer preferences
education
Education
Surveys and Questionnaires

All Science Journal Classification (ASJC) codes

  • Biotechnology
  • Agronomy and Crop Science

Cite this

Preferences and willingness to pay for organic milk among urban consumers in Dalian, China. / Yue, Fan; Arbiol, Joseph; Nomura, Hisako; Yabe, Mitsuyasu.

In: Journal of the Faculty of Agriculture, Kyushu University, Vol. 60, No. 2, 01.09.2015, p. 501-509.

Research output: Contribution to journalArticle

@article{4af7bc7e30034c7b833c792cd063027f,
title = "Preferences and willingness to pay for organic milk among urban consumers in Dalian, China",
abstract = "This paper aims to assess the preferences and willingness-tc-pay for organic milk attributes among Chinese consumers. A discrete choice experiment was used to elicit preferences for organic milk attributes from 181 consumers regarding the importance of five organic milk attributes: organic feeding, animal welfare concerns, chemical-concerns, certification and price. The random parameters logit (RPL) model was used to determine preference heterogeneity among respondents. The derived coefficients of the RPL model was used to estimate the implicit price of the milk attribute, and the respondent's willingness to pay for combined features of milk attributes. The willingness to pay for combined features of milk attributes was estimated at 3.190 Yuan per 250 ml of milk. Respondents preferred milk that comes from organically-fed cattle, with certification label and with a lower price. Respondents' preferences for animal welfare attribute exhibited age and education specific differences. The negative effect of price on consumers' preferences can be offset by targeting older, highly-educated and male consumers and by increasing consumer awareness about organic milk.",
author = "Fan Yue and Joseph Arbiol and Hisako Nomura and Mitsuyasu Yabe",
year = "2015",
month = "9",
day = "1",
language = "English",
volume = "60",
pages = "501--509",
journal = "Journal of the Faculty of Agriculture, Kyushu University",
issn = "0023-6152",
publisher = "Faculty of Agriculture, Kyushu University",
number = "2",

}

TY - JOUR

T1 - Preferences and willingness to pay for organic milk among urban consumers in Dalian, China

AU - Yue, Fan

AU - Arbiol, Joseph

AU - Nomura, Hisako

AU - Yabe, Mitsuyasu

PY - 2015/9/1

Y1 - 2015/9/1

N2 - This paper aims to assess the preferences and willingness-tc-pay for organic milk attributes among Chinese consumers. A discrete choice experiment was used to elicit preferences for organic milk attributes from 181 consumers regarding the importance of five organic milk attributes: organic feeding, animal welfare concerns, chemical-concerns, certification and price. The random parameters logit (RPL) model was used to determine preference heterogeneity among respondents. The derived coefficients of the RPL model was used to estimate the implicit price of the milk attribute, and the respondent's willingness to pay for combined features of milk attributes. The willingness to pay for combined features of milk attributes was estimated at 3.190 Yuan per 250 ml of milk. Respondents preferred milk that comes from organically-fed cattle, with certification label and with a lower price. Respondents' preferences for animal welfare attribute exhibited age and education specific differences. The negative effect of price on consumers' preferences can be offset by targeting older, highly-educated and male consumers and by increasing consumer awareness about organic milk.

AB - This paper aims to assess the preferences and willingness-tc-pay for organic milk attributes among Chinese consumers. A discrete choice experiment was used to elicit preferences for organic milk attributes from 181 consumers regarding the importance of five organic milk attributes: organic feeding, animal welfare concerns, chemical-concerns, certification and price. The random parameters logit (RPL) model was used to determine preference heterogeneity among respondents. The derived coefficients of the RPL model was used to estimate the implicit price of the milk attribute, and the respondent's willingness to pay for combined features of milk attributes. The willingness to pay for combined features of milk attributes was estimated at 3.190 Yuan per 250 ml of milk. Respondents preferred milk that comes from organically-fed cattle, with certification label and with a lower price. Respondents' preferences for animal welfare attribute exhibited age and education specific differences. The negative effect of price on consumers' preferences can be offset by targeting older, highly-educated and male consumers and by increasing consumer awareness about organic milk.

UR - http://www.scopus.com/inward/record.url?scp=84978047741&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84978047741&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:84978047741

VL - 60

SP - 501

EP - 509

JO - Journal of the Faculty of Agriculture, Kyushu University

JF - Journal of the Faculty of Agriculture, Kyushu University

SN - 0023-6152

IS - 2

ER -