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Reducing carbon emissions in agriculture is vital for fostering sustainable agricultural growth and promoting ecological well-being in rural areas. The adoption of Low-Carbon Agriculture (LCA) by farmers holds great potential to accomplish substantial reductions in carbon emissions. The purpose of this study is to explore the farmers' preference and willingness to engage in LCA.

This study employs the Choice Experiment (CE) method to examine farmers' preferences and willingness to adopt LCA, using field survey data of 544 rural farmers in the Weihe River Basin between June and July 2023. We further investigate differences in willingness to pay (WTP) and personal characteristics among different farmer categories.

The empirical results reveal that farmers prioritize government-led initiatives providing pertinent technical training as a key aspect of the LCA program. Farmers' decisions to participate in LCA are influenced by factors including age, gender, education and the proportion of farm income in household income, with their evaluations further shaped by subjective attitudes and habits. Notably, we discovered that nearly half of the farmers exhibit indifference towards LCA attributes.

To the best of the authors' knowledge, this study is the first to investigate farmers' attitudes toward LCA from their own perspectives and to analyze the factors influencing them from both subjective and objective standpoints. This study presents a fresh perspective for advocating LCA, bolstering rural ecology and nurturing sustainable development in developing nations.

Unsafe food consumption results in adverse health conditions, foodborne illness and undernutrition among households and communities. The consumption of food contaminated with harmful microorganisms or with harmful pesticide residuals results in adverse health conditions and undernutrition. However, there are a number of challenges to maintaining food safety in the food systems of developing countries, like Nepal, where awareness of food safety is low and research on these issues is lacking.

We conducted an experiment among youth aged between 20 and 26 years in Nepal to assess their food safety awareness and affinity to safer fresh produce choices. In the classroom setting experimentations with and without information nudges conducted among 224 youth participants, participants chose one fresh produce packet among the four. We analyzed results using multinomial and mixed logit models appropriate for discrete choice modeling.

We found that the youth’s perceived higher importance of sustainable food systems and their knowledge levels on microbial contamination and foodborne illnesses play significantly positive roles. The likelihood of choosing microbial safety-labeled fresh produce or both microbial- and chemical safety-labeled fresh produce increased with nudging among those who have some knowledge of microbial contamination and foodborne illnesses – we found that the interaction of nudging and level of knowledge is significantly positive. Youth belonging to higher income classes do not necessarily have a higher affinity to safer fresh produce but with nudging, the higher income class youth have a higher likelihood of choosing safer fresh produce choices.

Youth engagement and their awareness of food safety could be one of the important strategies to potentially develop them as effective promoters, adopters and educators in enhancing food safety in food systems in Nepal. Our predicted premium for food safety attributes points to the potential scope for the emerging market segment or business opportunities augmenting food safety in Nepal.

We examined the factors influencing the safer fresh produce choices among youth in Nepal. We tested whether awareness levels of microbial contamination and foodborne illness and information nudging affect the likelihood of safer fresh produce choice. Then we predicted the willingness to pay (premium) for safety attributes. To the best of our knowledge, none of the previous studies have examined this aspect in Nepal.

This study aims to investigate the impact of consumer ethnocentrism on consumers' evaluation of blockchain-based traceability information. It also examined how the use of quick response (QR) codes for traceability affects consumers' evaluation of traceable food products.

An online choice experiment was conducted to determine consumers' evaluation of the blockchain-based traceability of Feta cheese with a quota sample of 715 Greek consumers. Pearson bivariate correlation and mean comparison were used to examine the relationship between consumer ethnocentrism and QR use behaviour. Random parameter logit models were employed to examine consumers’ valuation of the examined attributes and interaction terms.

The results show that ethnocentric consumers are willing to pay more for blockchain-based traceability information. Ethnocentric consumers tend to scan QR codes with traceability information. Spending more time reading traceability information embedded in QR codes does not lead to a higher willingness-to-pay (WTP) for traceable food products.

The findings suggest that patriotic marketing messages can draw consumers' attention to blockchain-based traceability information. The modest WTP for and low familiarity with blockchain-based traceability systems raise the need for educating consumers regarding the benefits of blockchain in traceability systems.

This is the first study to provide timely empirical evidence of a positive WTP for blockchain-based traceability information for a processed dairy product. This study is the first to attempt to distinguish the effects of the intention to scan QR codes and reading information embedded in QR codes on consumers’ valuation of food attributes.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

The television (TV) content ecosystem has shifted from traditional broadcasting systems to dedicated content producers and over-the-top (OTT) services. However, less empirical effort has been paid to the actual behaviors of the mobile users who watch TV content when explaining the impact of OTT service and mobile network profiles in watching TV content. This study aims to investigate the impact of gratifications and attitude formed by mobile TV users on actual mobile TV watching behaviors, as well as the moderating impacts of paid OTT service subscriptions and mobile network profiles, based on gratification theory, cognition–affect–behavioral (CAB) framework, sunk cost effect and walled-garden effect.

This study employs the generalized linear model (GLM) with generalized estimating equations (GEE) to test hypothesized relationships. A total of 338 mobile phone users who have been watching TV content using a mobile phone participated in the survey. The moderating variables, 4 types of paid streaming platform subscriptions, were classified based on the walled gardens formed by mobile telecom services.

The study’s results revealed that obtained gratifications and opportunity constructs substantially influenced a mobile phone user’s attitude and behaviors. Additionally, mobile network profiles and the degree of access to paid platform services played significant moderating roles in the relationship between users’ attitudes and behavior.

This research enriches the existing OTT service literature and is one of the pioneering studies investigating the walled-garden effect’s role in mobile phone users’ actual watching behaviors, offering valuable practical implications for the OTT platform providers.

Using the Canadian Census of 2016, the present study examines the Black and White gap in compensating differentials for their commute to work.

The data are from the Canadian Census of 2016. The standard Mincerian wage regression, augmented by commute-related variables and their confounders, is estimated by OLS. The estimations use sample weights and heteroscedasticity robust standard errors.

In the standard Mincerian wage regressions, Black men are found to earn non-negligibly less than White men. No such gap is found among women. When the Mincerian wage equation is augmented by commute duration and its confounders, commute duration is revealed to positively predict wages of White men and negatively associate with wages of Black men. At the same time, in the specifications including commute duration and its confounders, the coefficient for the dummy variable identifying Black men is positive with a non-negligible size. The latter pattern indicates wage discrepancies among Black men by their commute duration. Again, no difference is found between Black and White women in these estimations.

The main caveat is that due to data limitations, causal estimates could not be produced.

For the Canadian working men, the uncovered patterns indicate both between and within race gaps in the impact of commuting on wages. Particularly, Black men seem to commute longer towards relatively lower paying jobs, while the opposite holds for their White counterparts. However, Black men who reside close to their work earn substantially more than both otherwise identical White men and Black men who live far away from their jobs. The implications for research and policy are discussed.

This is the first paper focused on commute compensating differentials by race using Canadian data.

This paper aims to estimate the price premium for a sea view on room rent in a Nordic context, i.e. where proximity to the sea is not valued for the presence of swimmable beaches and suntanning activities. The analysis also explores regional and seasonal variations in price premiums.

To do so, the study uses information from a Web search of room rents during winter and summer peak seasons. The investigation is based on hotels located along the St. Lawrence River in the Province of Quebec (Canada), where about 40 to 60 km separate both shores. A matching procedure and hedonic pricing models are used to identify the causal impact of a sea view on individual room rents.

Results suggest that the view price premium varies between 0% and 20%. It is relatively stable on the North Shore, but varies highly on the South Shore, where touristic activities are mainly operating in summertime. The estimation suggests a median local economic benefit of about $30.1M/year.

The analysis reveals that a hedonic pricing model might fail to identify causal effects, especially if it does not account for hotel characteristics. A multiple linear regression model does not ensure a causal interpretation if it neglects unobserved characteristics correlated with the view.

The paper proposes a matching identification procedure accounting for spatial confounding to retrieve the causal impact of the view of the sea on hotel room rents. A heterogeneity analysis suggests that view price premium on room rent can vary within seasons but mainly across regions, even for the same amenities.

The rapid growth of the mobile money industry has been matched by a rise in mobile money fraud. The technology required to apprehend perpetrators of such fraud is nonexistent in most developing countries. Hence, the need for individuals to be willing to pay for insurance against such frauds is crucial. This paper aims to examine individuals’ willingness to pay for insurance against mobile money fraud in Ghana.

The paper uses nationally representative data collected from 4,266 adults (persons 18 years and above) in Ghana. Individuals’ willingness to pay premiums for protection against mobile money fraud was elicited by a single-bound dichotomous choice and open-ended contingent valuation designs.

On average, 24.34% of Ghanaians are willing to pay premiums for insurance against mobile money frauds, with more men (26.37%) being willing than women (22.56%). Similarly, the average monthly premium that men are willing to pay for protection against mobile money fraud is GH¢32.16 (US$8.16), while that of women is GH¢22.5 (US$5.62). Furthermore, the results show that years of schooling, income, previous fraud experience, and using the accounts for saving are all positively associated with willingness to pay. However, using other networks apart from MTN has a negative association with willingness to pay.

To the best of our knowledge, this is the first study that examines willingness to pay for insurance against mobile money fraud. Thus, this is the first that estimate quantitatively how much mobile account holders will pay as premiums for insurance against mobile money fraud.

This study investigated consumers' satisfaction with local rice attributes and willingness to pay (WTP) for improvement by internal migrants and natives in urban Ghana.

Primary data was sourced from 304 urban consumers and ordered probit regression was employed.

Urban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement standard, and taste of local rice. Moreover, 90% were willing to pay higher prices for local rice with improved attributes and WTP was higher among natives than migrants. Averagely, urban consumers are willing to pay 51% increase in market price of local rice if attributes were improved. Natives, males, educated, high-income, local rice consumption, shopping from supermarkets, trust in certification bodies, and dissatisfaction with local rice attributes boost WTP for improved local rice attributes.

There is a great market potential for local rice with improved attributes. Thus, there should be an improvement in local rice attributes and sold at moderate price and in supermarkets.

We compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.

The study estimates the willingness to pay for organic oranges and identifies its influencing factors among consumers in the Mekong Delta, Vietnam.

The study used survey data from 413 households in the Mekong Delta from March 2022 to July 2022. The choice experiment (CE) and contingent valuation method (CVM) were employed to analyze consumers’ willingness to pay (WTP). STATA 17 software was used to analyze research data in the logit model and mixed logit model.

The research results from the CVM approach show that a number of demographic characteristics have a direct impact on WTP, such as education, educational attainment, family size, the presence of children and the elderly in the household, food safety and environmental awareness. The CE model shows product attributes that influence consumers’ WTP, such as country of origin, traceability, quality grade, organic certification, ecolabel and organic content. Both approaches show that price is the main barrier to organic orange consumption.

The study surveyed four large cities in four provinces representing the Mekong Delta region.

Our study helps administrators have a deeper insight into consumer preferences and behavior, specifically the factors that affect consumers' WTP, an important indicator of demand for the success of manufacturers and marketers in developing as well as improving marketing strategies. Knowledge of a product’s WTP on behalf of (potential) customers plays an important role in many areas of marketing management, such as pricing decisions or new product development.

Furthermore, this understanding will inform policymakers about the future of agricultural markets in Vietnam and help them better prepare for the making of sustainable agricultural policies. Develop organic agriculture to both protect human health, protect the living environment and protect the soil from degradation, ensuring sustainable agricultural production. This is also one of the measures to help people stay away from diseases to limit the social burden.

The study confirms that both CVM and CE models can be used to estimate WTP. However, CVM fits the overall WTP estimate, while CE is more appropriate when estimating WTP for individual scenarios through combining attributes with different levels.