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Journal of Integrative Agriculture  2021, Vol. 20 Issue (4): 1012-1020    DOI: 10.1016/S2095-3119(20)63584-5
Section 3: Innovation and inclusive development for poverty alleviation Advanced Online Publication | Current Issue | Archive | Adv Search |
Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms
WANG Er-peng1, AN Ning2, GENG Xian-hui2, Zhifeng GAO3, Emmanuel KIPROP
1 School of Economics and Management, Nanjing Tech University, Nanjing 211816, P.R.China
2 College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, P.R.China
3 Food and Resource Economics Department, University of Florida, Gainesville, FL 32611-0240, USA
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Despite China’s fast-growing e-commerce and its great achievement in promoting poverty alleviation through consumption, little is known about Chinese consumers’ online ethical consumption.  Using the payment card elicitation method, this paper designs a within-subject survey and a between-subject survey to investigate Chinese consumers’ quality perception and preference for apples from poverty-stricken areas.  The results show that before “information shock”, emphasizing that taste and safety attributes of apples from poverty-stricken areas are the same as the conventional ones, Chinese consumers on average are willing to pay a 31% premium for apples from poverty-stricken areas.  After “information shock”, both the within-subject and between-subject designs show a minimal drop of the premium, implying that the ethical attribute is the main motivation for buying apples from poverty-stricken areas.  The regression results show that quality perception of private attributes has significant effect on consumers’ willingness to pay (WTP) for apples from poverty-stricken areas, and trust in government supervision of e-commerce plays an essential role in motivating online ethical consumption.     
Keywords:  ethical consumption        apples from poverty-stricken areas        WTP        interval regression
Received: 25 April 2020   Accepted:
Fund: We thank the comments from the editor and anonymous reviewers. The authors acknowledged the support from the National Natural Science Foundation of China (71903088) and the Project of Humanities and Social Science of the Ministry of Education of China (19YJC790132).
Corresponding Authors:  Correspondence GENG Xian-hui, E-mail:   
About author:  WANG Er-peng, E-mail:;

Cite this article: 

WANG Er-peng, AN Ning, GENG Xian-hui, Zhifeng GAO, Emmanuel KIPROP. 2021. Consumers’ willingness to pay for ethical consumption initiatives on e-commerce platforms. Journal of Integrative Agriculture, 20(4): 1012-1020.

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