Ping Qing

Product information and Chinese consumers’ willingness-to-pay for fair trade coffee

Purpose - – The purpose of this paper is to investigate Chinese consumers’ willingness-to-pay (WTP) for fair trade coffee given different amount of product information. Although coffee is becoming more popular in China, the concept of fair trade is often found unfamiliar to most Chinese consumers. Design/methodology/approach - – A total of 564 consumers were interviewed in Hubei, China. The key survey question asked consumers’ willingness to purchase a cup of fair trade coffee compared to a traditional cup of coffee. A modified payment card approach was used to elicit WTP. Before answering the purchase question, respondents were randomly assigned to one of three different information scenarios: basic definition, impact on sustainability and the environment, and information including both environmental and social implications. Findings - – Results indicated that consumers were generally willing to pay additional amount for fair trade coffee. Information played an important role in determining what types of consumers were responsive to fair trade coffee. Furthermore, the amount of information provided and consumer WTP did not follow a linear relationship. Practical implications - – Results obtained in this study are useful for coffee marketers to better target their promotion strategies. Originality/value - – In contrast to Chinas fast growing coffee market, little is known about consumer preferences and far less on fair trade coffee. This study is the first of its kind to understand Chinese consumers’ preferences for coffee in general and for fair trade coffee in specific.

Rider Preferences and Economic Values for Equestrian Trails

Recreational horseback riding is an important, but less studied, component of human interaction with the natural environment and often occurs alongside other outdoor recreational activities. Using choice experiment data collected from a survey conducted in Kentucky, this study assesses rider preferences and economic values associated with various equestrian trail attributes for daylong horseback riding trips in rural trail systems. Results indicate that while individuals have different opinions, trail attributes such as length of trail, scenic views, and travel distance from home all have significant economic implications. In addition, riders prefer trails that are restricted for horse riding only. Willingness to pay estimates of all attributes increase substantially when the travel cost to reach the trail is also considered. Policy implications on maintaining current and creating new trails in a multi-user setting are given, such as the opportunities for separating horseback riders from other users while still providing other beneficial attributes like options for longer trails and scenic views to all groups.

Consumer Preference for Meat in China: A Case Study of Beijing

We analyze Chinese consumer preferences for pork shoulder-cut attributes during the recent period of fluctuating food prices caused by production and market anomalies. Consumers were randomly sampled in Beijing, China. Results indicate that consumers place great importance on where they purchase pork products as well as on whether the animals are raised with organic feed. Whether pork is fresh or previously frozen does not appear to matter much to consumers. This may provide partial support for the Chinese governments policy of using frozen pork reserves to stabilize pork prices.

Marketing of Hawai’i Food Products in China

This study describes an integrated strategy for exploring niche markets and assessing consumers’ response to imported food products in China. Using a case study of Hawai’i food products, the analysis illustrates an approach to bundling various food items in order to increase their appeal to consumers. These products are presented to consumers in the form of gift baskets. Chinese consumers’ preferences and willingness to pay and purchase the gift baskets are evaluated using a contingent rating survey. The results indicate that bundling increases profits for each individual product, including the basket. Consumers are receptive to the idea of paying a price premium for quality imported food items with decorative presentation. Implications of the current research on other food items, particularly food product bundling are discussed.