Study on Consumer Preference and Willingness to Pay for Quality Attributes of Coarse Grain in the Three Northeastern Provinces of China
As an important component of the family dietary system,coarse grains have a positive significance in improving the overall population's dietary health.Based on the choice experiment theory,this study conducts a questionnaire survey among consumers in the three northeastern provinces of China to analyze the factors influencing consumer choices of coarse grains,such as brand,product labeling,nutrition labels,appearance,taste,and price.Additionally,a mixed logit model was used to examine consumer preferences and willingness to pay for the quality attributes of coarse grains.The research findings indicated that there was heterogeneity in consumer preferences for the quality attributes of coarse grains.It was revealed that consumers had a strong preference for certifications and nutrition labels related to coarse grains,followed by brand preference.Furthermore,price remained a significant factor affecting consumer purchase decisions of coarse grains.Based on this study,recommendations were proposed to promote consumer choices of coarse grains based on quality attributes.
coarse grainsquality attributeswillingness to paychoice experiment
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