Go Sustainability-Willingness to Pay for Eco-Agricultural Innovation: Understanding Chinese Traditional Cultural Values and Label Trust Using a VAB Hierarchy Model

doi:10.3390/su15010751

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	Go Sustainability-Willingness to Pay for Eco-Agricultural Innovation: Understanding Chinese Traditional Cultural Values and Label Trust Using a VAB Hierarchy Model
	Wang, Yuyang 3; Chung, Tinfah 2; Lai, P. C.1
刊名	SUSTAINABILITY
	2023
卷号	15 期号:1 页码:14
关键词	agricultural innovation value-attitude-behavior hierarchy Confucian collectivism Daoism label trust willingness to pay
DOI	10.3390/su15010751
通讯作者	Wang, Yuyang(yuyang.wang@ia.ac.cn)
英文摘要	This study aims to develop a nuanced understanding of the link between Chinese cultural values, the "Green food" label, and consumers' willingness to pay (WTP) for Green food based on the value-attitude-behavior hierarchy model. Structural equation modeling (SEM-AMOS24.0), the bootstrapping test, and the ANOVA test are used to analyze data collected through an on-site questionnaire survey of 402 valid Green food consumers in China. The hypotheses and the theoretical model are verified. The results show that trust in the Green food label directly influences willingness to pay for Green food and indirectly through attitude. Chinese cultural value orientations significantly influence Chinese consumers' WTP for Green food through both attitude and label trust. The findings provide a valuable reference for Green food suppliers and governments to promote Green food consumption worldwide and to create a more sustainable food production system in China. Although limitations of the cross-sectional study are narrowed using SEM, to fully grasp consumers' psychological development and the influence of cultural values, a longitudinal study with strict condition controls is recommended for future research.
WOS关键词	ORGANIC FOOD-CONSUMPTION ; ENVIRONMENTAL CONCERN ; PURCHASE INTENTION ; TO-PAY ; ATTITUDES ; BEHAVIOR ; GREEN ; DETERMINANTS ; ANTECEDENTS ; VALIDATION
WOS研究方向	Science & Technology - Other Topics ; Environmental Sciences & Ecology
语种	英语
出版者	MDPI
WOS记录号	WOS:000908628200001
内容类型	期刊论文
源URL	[http://ir.ia.ac.cn/handle/173211/51075]
专题	复杂系统认知与决策实验室
通讯作者	Wang, Yuyang
作者单位	1.Univ Tun Abdul Razak, UniRazak, Kuala Lumpur 50400, Malaysia 2.HELP Univ, ELM Sch, Kuala Lumpur 50400, Malaysia 3.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China
推荐引用方式 GB/T 7714	Wang, Yuyang,Chung, Tinfah,Lai, P. C.. Go Sustainability-Willingness to Pay for Eco-Agricultural Innovation: Understanding Chinese Traditional Cultural Values and Label Trust Using a VAB Hierarchy Model[J]. SUSTAINABILITY,2023,15(1):14.
APA	Wang, Yuyang,Chung, Tinfah,&Lai, P. C..(2023).Go Sustainability-Willingness to Pay for Eco-Agricultural Innovation: Understanding Chinese Traditional Cultural Values and Label Trust Using a VAB Hierarchy Model.SUSTAINABILITY,15(1),14.
MLA	Wang, Yuyang,et al."Go Sustainability-Willingness to Pay for Eco-Agricultural Innovation: Understanding Chinese Traditional Cultural Values and Label Trust Using a VAB Hierarchy Model".SUSTAINABILITY 15.1(2023):14.