For green transformation of agricultural production,it is necessary to find a breakthrough to increase the market share of eco-labeled products.Based on a new cleancultivation technology,hydrogen-rich water irrigation,this paper designed a novel eco-label that contains information about both high quality(e.g.,nutrition and flavor)and environment protection toestimated consumers'willingness to pay(WTP).Theresults of choice experiments show that the private benefits brought by high quality greatly increases WTP for eco-labels,making it much higher than that for the organic label;the effect of environmental concern on preference for the organic label is significantly positive,but the effect on preference for the novel eco-label is not significant,thus the private benefits weakens the importance of environmental concern for preference;finally,although consumers trust the novel eco-label less than the organic label,trust has no significant effect on preference for the novel eco-label.This paper reveals a new direction for future research and development on eco-product and eco-label design,which can help developing countries to escape from the reality constraint of low environmental concern and encourage purchasing green agricultural products.
willingness to payconsumption preferenceecological labelchoice experimentenvironmental awareness
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