Fiche du document
2020
- ISIDORE Id: 10670/1.09f9a1...
- hal: hal-02489646
- doi: 10.1111/1477-9552.12327
Ce document est lié à :
info:eu-repo/semantics/altIdentifier/doi/10.1111/1477-9552.12327
info:eu-repo/semantics/OpenAccess
Mots-clés
China choice experiment latent class model milk consumption psychological factors Heterogeneous preference D - Microeconomics/D.D1 - Household Behavior and Family Economics/D.D1.D12 - Consumer Economics: Empirical Analysis M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing Q - Agricultural and Natural Resource Economics • Environmental and Ecological Economics/Q.Q1 - Agriculture/Q.Q1.Q13 - Agricultural Markets and Marketing • Cooperatives • Agribusiness -bio]/Agricultural sciences/Agriculture, economy and politicsSujets proches
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Xiang Wu et al., « Understanding Heterogeneous Consumer Preferences in Chinese Milk Markets: A Latent Class Approach », HAL SHS (Sciences de l’Homme et de la Société), ID : 10.1111/1477-9552.12327
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Résumé
We examine heterogeneous consumer preferences in Chinese milk markets. Using a discrete choice experiment, we examine how the brand, quality certification, traceability label and price influence consumers’ milk choices. We identify four consumer segments using a latent class model: price conscious (9.8%), balanced thinking (19.8%), health conscious (57.5%), and environment conscious (12.9%) consumers. These four segments have distinct preferences: price conscious consumers prefer green certification; balanced thinking consumers have the highest willingness to pay for traceability labels; health conscious consumers have strong brand awareness; and environment conscious consumers prefer organic certification and traceability labels and use price as a quality signal. Such diversity of consumer preference can be explained by four psychological factors: price consciousness, food safety concerns, health consciousness and environmental concerns.
