Consumer preferences and willingness to pay for eco-labelled eggs: a discrete choice experiment from Chongqing in China

Abstract

Purpose

The purpose of this paper is to investigate consumer preference of and willingness to pay for eco-labelled eggs using cross-sectional data collected from Chongqing Municipality in China.

Design/methodology/approach

This study employs both conditional logistic model and mixed logistic model to conduct the empirical analysis.

Findings

The empirical results show that individual heterogeneous preference and attributes of eco-labelled eggs significantly influence consumer choices. More specifically, higher per capita income, families with pregnant women or children, higher level of trust in and knowledge of eco-labels contribute positively to choosing eco-labelled eggs, and attributes of eco-labelled eggs such as certification labels, free-range husbandry, and nutrition enrichment significantly increase consumer utility. Generally, the price premium that consumers are willing to pay for eggs containing “organic”, “free-range husbandry”, and “nutrition enrichment” labels is 375.0% more, equivalent to 42.8 Yuan/kg.

Originality/value

This study used first-hand survey data to reveal consumers’ heterogeneous preference of and willingness to pay for eco-labelled eggs based on the random utility theory.

Citation

Liu, C., Liu, X., Yao, L. and Liu, J. (2023), "Consumer preferences and willingness to pay for eco-labelled eggs: a discrete choice experiment from Chongqing in China", British Food Journal, Vol. 125 No. 5, pp. 1683-1697. https://doi.org/10.1108/BFJ-12-2021-1305