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Using 360 questionnaire data collected in Beijing, China, this study examines consumers’ acceptance and willingness to pay (WTP) for pistachios produced in China, California and Turkey. The impact of country of origin (COO), price, flavor, package size and package type was analyzed. A conditional logit model shows that consumers are willing to pay a statistically significant premium for California...
As the world’s largest seafood consumer and exporter, China is challenged by frequent seafood contamination incidents. To restore consumer confidence in seafood safety, China’s Ministry of Agriculture (MOA) mandated a nation wide quality standard that awards a green label to qualified safer seafood. MOA is also planning for an environmental friendly label to address consumers’ concerns about wild...
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