Mobilising the public to fight poverty using anti-poverty labels in online food markets: Evidence from a real experimental auction

IF 3.4 2区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY Journal of Agricultural Economics Pub Date : 2022-07-03 DOI:10.1111/1477-9552.12502
Yu Jiang, H. Holly Wang, Shaosheng Jin
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引用次数: 3

Abstract

In an emerging economy like China where the domestic income inequality has dramatically increased between middle-class urban consumers and poor rural farmers, food grown by poor farmers with poverty alleviation labels may receive price premiums from consumers with multiple incentives. To reveal consumers' willingness-to-pay (WTP) for anti-poverty labelled food, we implement a non-hypothetical Becker–DeGroot–Marschak auction online experiment for apples with real shoppers. Results show that consumers are willing to pay 3.66 RMB extra for each kilogram of apples with anti-poverty labels, indicating the opportunities for using voluntary public food consumption to supplement the government's anti-poverty responsibilities. Consumers who are more empathic, who believe that anti-poverty products have higher quality, who have donated money within the past year, and who are not involve with anti-poverty related production or selling processes are willing to pay more. Additionally, three different information treatments (a beneficiary description, an appreciation certificate and a government promotion document) were found to increase consumers' WTP for anti-poverty products. Treatment effects are different among consumers with different demographic characters and perspectives about the anti-poverty label. Lastly, anti-poverty labels can attract consumers for trial purchase but are not sufficient to lead consumers to make repeat purchases.

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动员公众在网上食品市场上使用反贫困标签来对抗贫困:来自真实实验拍卖的证据
在中国这样的新兴经济体,中产阶级城市消费者和贫穷的农村农民之间的收入差距急剧扩大,贫穷农民种植的粮食可能会从消费者那里获得多重奖励。为了揭示消费者对贴有反贫困标签的食品的支付意愿(WTP),我们在真实的购物者中实施了一个非假设的贝克尔-德格罗特-马尔沙克苹果在线拍卖实验。结果显示,消费者愿意为每公斤贴有扶贫标签的苹果多支付3.66元,这表明利用公共食品自愿消费来补充政府的扶贫责任是有机会的。更有同理心的消费者、认为扶贫产品质量更高的消费者、在过去一年内捐过款的消费者、没有参与扶贫生产或销售过程的消费者愿意支付更多的钱。此外,三种不同的信息处理(受益人描述、赞赏证书和政府推广文件)可以增加消费者对扶贫产品的WTP。不同人口特征和反贫困观点的消费者对反贫困标签的治疗效果不同。最后,反贫困标签可以吸引消费者尝试购买,但不足以引导消费者重复购买。
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来源期刊
Journal of Agricultural Economics
Journal of Agricultural Economics 管理科学-农业经济与政策
CiteScore
7.90
自引率
2.90%
发文量
48
审稿时长
>24 weeks
期刊介绍: Published on behalf of the Agricultural Economics Society, the Journal of Agricultural Economics is a leading international professional journal, providing a forum for research into agricultural economics and related disciplines such as statistics, marketing, business management, politics, history and sociology, and their application to issues in the agricultural, food, and related industries; rural communities, and the environment. Each issue of the JAE contains articles, notes and book reviews as well as information relating to the Agricultural Economics Society. Published 3 times a year, it is received by members and institutional subscribers in 69 countries. With contributions from leading international scholars, the JAE is a leading citation for agricultural economics and policy. Published articles either deal with new developments in research and methods of analysis, or apply existing methods and techniques to new problems and situations which are of general interest to the Journal’s international readership.
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