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首页> 外文期刊>Journal of Agricultural and Applied Economics >Consumer Willingness to pay for fair trade coffee: a Chinese case study.
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Consumer Willingness to pay for fair trade coffee: a Chinese case study.

机译：消费者为公平贸易咖啡支付的意愿：一项中国案例研究。

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摘要

Coffee consumption in China has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in China with a specific focus on fair trade coffee. In a survey of 564 respondents in Wuhan City, consumers' willingness to pay (WTP) for fair trade labeled coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTP. Results show that on average, consumers were willing to pay 22% more for a medium cup of fair trade coffee compared with traditional coffee. In addition, other variables that indicated a higher WTP included female consumers, consumers who made their own coffee, and consumers who planned to consume more coffee in the following year.
机译：近年来，中国的咖啡消费量出现了大幅增长。这项研究旨在探索中国咖啡消费的决定因素，特别是公平贸易咖啡。在对武汉市564位受访者的一项调查中，衡量了消费者对带有公平贸易标签的咖啡的支付意愿（WTP）。这项研究使用区间回归来研究个人人口特征和消费特征对WTP的影响。结果表明，与传统咖啡相比，消费者平均愿意多花22％来购买中等杯的公平贸易咖啡。此外，其他显示WTP较高的变量包括女性消费者，自己煮咖啡的消费者以及计划在下一年消费更多咖啡的消费者。

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