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Title:Applying the payment card approach to estimate the WTP for green food in China PDF Logo
Authors:Tian, Xu
Yu, Xiaohua
Holst, Rainer
Issue Date:2011
Series/Report no.:IAMO Forum 2011 23
Abstract:This paper uses a payment card approach to reveal consumers' willingness to pay for green food in China. We first present a brief introduction of the payment card approach and introduce several methods to estimate the WTP with payment cards, which we subsequently use to estimate WTP values regarding green vegetables, green meat and green eggs in China. Our results indicate that consumers in big cities are willing to pay a higher premium for green food and that WTP values are relatively higher for more expensive food than for cheaper food. In addition, the ratios of premium to price range mainly between 25% and 50% and WTP values obtained from interval midpoint approach are relatively higher than those calculated by other approaches.
Subjects:WTP
Payment card
Green food
Document Type:Conference Paper
Appears in Collections:IAMO Forum 2011: Will the "BRICs Decade" Continue? – Prospects for Trade and Growth

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