The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands.

Despite the corona-virus pandemic, Korean cosmetics maintain brand attachment in the Chinese market. This study identifies critical influencing and outcome factors of brand attachment within this consumer phenomenon. Specifically, it investigates the relationship between Chinese consumers' perceived brand authenticity and brand attachment, brand loyalty, willingness to pay a premium, and forgiveness. To this end, it uses AMOS 21.0 to analyze data collected through a questionnaire, testing the research model. The study reveals several key findings. Firstly, it assesses brand authenticity based on the following five sub-factors: consistency, naturalness, originality, advertisement truthfulness, and reliability. According to the assessment results, originality shows the most significant impact, followed by reliability, consistency, and naturalness. Furthermore, brand attachment significantly enhances brand loyalty, willingness to pay a premium, and forgiveness toward the brand. Higher levels of brand attachment lead to increased brand loyalty. In addition, greater brand attachment correlates with consumers' increased willingness to pay more for products and greater forgiveness towards the brand.

Consumer Preference and Willingness to Pay for Rice Attributes in China: Results of a Choice Experiment.

Understanding urban consumers' preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained through the choice experiment (CE) approach, this study uses the mixed logit (ML) model to analyze consumers' preferences and willingness to pay (WTP) for food safety labels, brands, nutritional quality, and taste quality. Furthermore, the latent class (LC) model examines the heterogeneity in consumer group preferences. The research findings highlight that consumers prioritize taste quality as the most crucial attribute, followed by nutritional quality, food safety labels, and brand attributes. The premium rates for superior taste quality, organic certification labels, and green certification labels exceeded 100%. Interestingly, while combining organic certification with well-known international or domestic brands does not uniformly boost consumer preferences, incorporating green certification alongside well-known international or domestic brands significantly elevates those preference levels. Factors such as the external environment, consumption habits, and personal characteristics significantly influence individuals' preferences for rice attributes. Based on these insights, the study puts forth policy recommendations for rice breeders, producers, and retailers.

Willingness of West African Consumers to Buy Food Produced Using Black Soldier Fly Larvae and Frass.

The use of black soldier fly (BSF) larvae and frass in agriculture can make an important contribution to food and nutrition security. However, it is important to understand whether consumers are willing to consume food products resulting from the use of BSF larvae as animal feed or BSF frass as fertilizer. This study employed the stated preference approach as food products produced using BSF larvae and frass are not currently available on the market. Questionnaires were administered to a total of 4412 consumers in Ghana (1360), Mali (1603), and Niger (1449). The results show that the vast majority of respondents are willing to consume vegetables (88%) produced using BSF frass and meat (87%) produced using animal feed made of BSF larvae. A smaller percentage of respondents are even willing to pay USD 1.32 and USD 1.7 more if the base price of BSF-based products were USD 5 per kg. Age, gender, education, and country positively influenced the respondents' willingness to consume food produced using BSF products. In contrast, neighborhood status, income, and household size are inversely related to the respondents' willingness to pay for and consume these products. Our findings are, therefore, important to scaling up BSF technologies in the region.

Measuring the harm of sugar sweetened beverages and internalities associated with it.

Introduction: Obesity, which is partly driven by the consumption of sugar-sweetened beverages (SSBs), significantly increases the risk of type-2 diabetes and cardiovascular diseases, leading to substantial health and economic burdens. Methods: This study aims to quantify the monetary value of health harms caused by SSB consumption, along with the associated internalities, through a contingent valuation survey. The results are crucial for determining the socially optimal tax rate. Results: We surveyed 293 residents of Wellington, New Zealand, to assess their willingness to pay (WTP) for reductions in the risks of diabetes, stroke, and heart disease associated with SSB intake. Logistic regression analysis revealed the marginal WTP for a 1% risk reduction in diabetes, stroke, and heart disease to be NZ$404.86, NZ$809.04, and NZ$1,236.84, respectively. Based on these values, we estimate the marginal harm from SSB consumption to be approximately NZ$17.37 per liter in New Zealand, with internalities amounting to NZ$6.43 per liter, suggesting an optimal tax rate of NZ$6.49 per liter. Discussion: Implementing such a tax is feasible and would likely double or triple the price of SSBs in New Zealand.

Determinants of maize farmers willingness to pay for private extension services in Ejisu municipality, Ghana.

In recent times, private sector involvement in extension services delivery in Ghana has increased. We assessed farmers' willingness to pay (WTP) for private extension services. We used quantitative techniques and selected 385 farmers through multistage sampling technique. Farmers' had a good perception of private extension services because of its flexibility, availability, value for money, and acceptable rates. Income, secondary occupation, marital status, extension contact, amount of maize sold every season, and land tenure system have an effect on farmers' WTP and the amount to pay. Government policies should continue to encourage and support private sector participation in providing extension services.

Athletes preferences and willingness to pay for innovative high-protein functional foods.

The growing number of athletes in the population leads to an increasing demand for high-protein functional foods to which food industries are trying to respond with new products and strategies that can meet the needs of athletes. An experimental auction was performed to elicit athletes' willingness to pay for an innovative high-protein bread, correlating it to specific food values. For a deeper understanding of the determinants of respondents' choices for high-protein bread and preferences regarding food values, the combination of Best-Worst Scaling and Cluster Analysis was used. The Cluster Analysis identified five different groups of athletes, each characterised by specific preferences and willingness to pay. Participants with high attention for the nutritional aspect and needs related to sports activity, are willing to pay more than the other ones. The investigated issue is crucial for customizing marketing strategies and meeting the needs of different athlete segments.

Factors Associated With Willingness to Pay for Primary Health Care Services in South Africa: A Cross-Sectional Survey of Medical Schemes Members.

The cost of healthcare is an issue of concern for both consumers and funders of healthcare in South Africa. The country spends approximately 8% of GDP on health care. Health care is financed through the public sector which covers 86% of the population and the private sector which covers 14% of the population. Medical schemes are the main source of healthcare financing in the private sector. Services covered by medical schemes include chronic diseases, emergencies, diagnosis, and treatment of a selected number of diseases. Primary health care services such as screening are limited. The aim of this study was to assess factors associated with members of medical schemes' willingness to pay for a primary health care package in the private sector. A cross-sectional survey was conducted amongst principal members of medical schemes between July and September 2020. All principal members with access to an online questionnaire were eligible to participate in this study. Logistic regression was used to identify factors associated with willingness to pay for primary health care services. A total of 6512 members of medical schemes participated in the study. Thirty-five percent of the participants were willing to pay for the primary health care package. Factors influencing willingness to pay included marital status, employment status, income and household size. The study highlights the need for policymakers to consider socioeconomic factors when designing health care policies.

Exploring tourists' preferences and willingness to pay for national park recreation improvements based on regret and utility comparison.

Research on the improvement of national park recreation policies has attracted much attention to discrete choice experiments to obtain tourists' preferences and willingness to pay. However, individual choice behavior is extremely complex, and the single Random Utility Maximization (RUM) model ignores anticipated regret and is insufficient to explain individuals' actual choice behavior. To investigate whether regret influences tourists' choices regarding the improvement of national park recreation attributes, this study introduces the Random Regret Minimization (RRM) model and explores the performance of polynomial logit models and hybrid latent class models in analyzing discrete choice models based on utility and regret. By constructing a hybrid utility-regret model, we examine how tourists trade off between attributes such as vegetation coverage, water clarity, amount of litter, and level of crowding in national park recreation. Results indicate that the RRM model has better goodness-of-fit and predictive ability than the RUM model, indicating that regret is a significant choice paradigm, and the hybrid model better explains respondents' choices. Specifically, 62.5% of tourists' choices are driven by regret, and regret-driven respondents are more inclined to increase vegetation coverage and improve water clarity, while utility-driven respondents are more inclined to reduce litter and crowding. This study not only provides a reference for managers to develop more optimal recreation improvement strategies but also offers theoretical insights for national park recreation improvement policies.

Dataset on the behavior of local and foreign users in their willingness to pay for bike sharing in medium-sized cities.

The data provide information from a face-to-face survey of 370 potential dock-based e-bike-sharing users in Santander, Spain. The survey was designed to collect information about the current and future use of the city's bike-sharing service, including frequency of use, trip purpose, and Willingness to Pay (WTP) for a future e-bike-sharing service. The questionnaire is structured in two sections. The first section relates to the characterisation through socio-economic data and information on bike-sharing services. The characterisation questions were intended to clearly distinguish between potential recurrent users (locals) and occasional users (visitors). The second section corresponds to a stated preference (SP) exercise that reveals the WTP for using e-bike-sharing considering different payment structures: fee per use, annualised registration, and a combination of the above. The data provide a valuable reference for municipal managers, private bike-sharing service providers, and the scientific community about users' preferences and intentions to use bike-sharing and e-bike-sharing according to sociodemographic characteristics and pricing scenarios. In addition, the questionnaire can be used as a reference in related research.

Are all-encompassing better than one-trait sustainable labels? The influence of Eco-Score and organic labels on food perception and willingness to pay.

Front-of-Package (FOP) labels have been used to inform consumers about the nutritional quality, specific attributes, and, more recently, the sustainability impact of food products. For nutritional labels, there is evidence that all-encompassing labels providing a summary score of a product's nutritional quality are effective in influencing consumer behavior, however less is known about the impact of sustainable labels. This research compares an all-encompassing sustainable label summarizing several sustainable product's features into one score, to a one-trait sustainable label focusing on one sustainable attribute. Two controlled online experiments compare an all-encompassing label (i.e., Eco-Score) to a one-trait label (i.e., organic label) and test how their presence influences consumers' willingness to pay. Study 1 (N = 290) shows that a positive all-encompassing sustainable label (Eco-Score B) does not result in a greater willingness to pay for a box of cereal when compared to no label, and to a one-trait sustainable label (organic), even though the Eco-Score incorporates the product's organic attribute in its assessment. Study 2 (N = 577) shows that consumers were willing to pay less for a product featuring an all-encompassing positive Eco-Score label, compared to the same product with an organic label. It also tests a mechanism behind this effect related to the perceived benefits evoked by the label: while the Eco-Score is perceived as only providing environmental benefits, the organic label also provides more concrete health benefits (i.e., it is good for one's health). Implications for public policy are discussed.

Gendered farmer perceptions towards soil nutrition and willingness to pay for a cafetière-style filter system for in-situ soil testing: Evidence from Central Kenya.

Soil nutrition is a key pillar in agricultural productivity. However, point-of-need testing for soil nutrition is not readily available in resource-limited settings such as Kenya. We set out to study the perceived need for soil testing among farmers in this country. A group of 547 farmers from Murang'a and Kiambu counties in central Kenya were recruited through multi-stage sampling to help assess the perceptions and willingness to pay (WTP) toward a prototype technology for surveillance of in-situ soil nutrition. The technology is based on a cafetière-style filter system for extraction and a microfluidic paper-based analytical device (µPAD) for nutrient readout. We employed the double bounded choice contingent valuation method (CVM) to analyze the willingness of farmers to accept and pay for the prototype if the technology was available on the market. It was found that currently, only 1.5 % of farmers carry out soil testing. The high costs of analysis at testing centers, which are often far from the farmers, are among the main reasons contributing to the majority of farmers not testing their soils. The farmers surveyed were generally willing to make their soil data publicly accessible, especially to extension officers. CVM showed that uncontrolled WTP had a 94.24 % premium above KSh1,000 ($6.60) incurred by using the existing rapid testing method. Factoring the control variables and disaggregating the model into gender categories, the findings showed that youth, women, and men had WTP values of KSh1,612.53 ($10.75), KSh1,558.68 ($10.39), and KSh1,504.83 ($10.03), respectively, indicating that farmers can indeed pay for the convenience to test their soils in situ. Through the democratization of soil nutrition data, extension agents can enhance the improvement of agricultural productivity, which implies that farmers can commercialize their agricultural activities.

Nudging consumers about the issue of microplastics: an experimental auction study on valuation for sustainable food packaging.

Plastic, integral to food packaging since the 1950s, has become a global environmental concern due to its contribution to microplastic pollution. Microplastics harm ecosystems, impacting wildlife and human health. Amid increasing focus on sustainability, global initiatives target sustainable production and consumption, but consumers struggle to verify product claims, leading to potential greenwashing, particularly in the food industry. We conducted an experiment focusing on pasta products with varied packaging and labeling attributes. Findings suggest that consumers are willing to pay more for products with both biodegradable packaging and Product Environmental Footprint (PEF) labels, indicating heightened trust and perceived sustainability. Information about microplastics' adverse environmental effects influenced consumer valuation, particularly among females, higher-income individuals, and those with stronger environmental concerns.

Understanding the Factors Driving Consumers' Willingness to Pay for Gene-Edited Foods in China.

Gene editing contributes to enhancing food security through the creation of novel foods. However, public perception of gene-edited (GE) foods is crucial to their acceptance and adoption. This study expanded the knowledge-attitude-practice model and constructed an integrated framework comprising four dimensions: demographic factors, scientific literacy and beliefs, social trust, and perceptions of gene technology, aimed at explaining the public's attitudes toward GE foods. A questionnaire survey was conducted (N = 649), revealing a positive attitude toward GE foods, with over 80% expressing a certain willingness to pay (WTP) for them. Factors such as income level, subjective knowledge, scientific beliefs, trust in scientists, trust in government, and trust in national technological capabilities and perceived benefits positively correlated with WTP. Conversely, objective knowledge, perceived risks, and perceived ethical concerns were negatively correlated with WTP. The impact of objective knowledge on attitudes toward GE foods demonstrated a significant, nonlinear relationship. Additionally, it is noteworthy that the Chinese public currently exhibits relatively low trust in national technological capabilities, necessitating vigilance against the emergence of conspiracy theories akin to those surrounding genetically modified foods. This research contributes theoretical insights into the public communication of GE foods.

Consumption Patterns and Willingness to Pay for Sustainable Aquatic Food in China.

China, as the world's largest producer, trader, and consumer of aquatic foods, lacks comprehensive research on consumption patterns and willingness to pay for sustainable aquatic food. This study addressed this gap through an online survey of 3403 participants across Chinese provinces. A majority of consumers (34.7% of the participants) consume aquatic food twice or more per week, mainly from traditional markets (26%). Most prefer fresh or live products (76%), with 42% seeing no difference between farmed and wild options. Consumption is higher among older, affluent, urban, and coastal residents. Crustaceans, especially shrimp, are frequently consumed species, with growing interest in luxury species like salmon and abalone. Taste and quality emerge as the primary factors motivating consumer choices in aquatic food purchases. Food safety is the primary concern, followed by environmental impact. Notably, 92.4% of participants would pay extra for certified products. Factors influencing a higher willingness to pay include higher income, inland residence, price sensitivity, origin consciousness, and concerns about food safety and the environment. The findings highlight that China's aquatic food industry and consumption can become more sustainable by aligning with consumer preferences for high-quality and diverse aquatic food through both production and import, while also addressing concerns related to food safety and environmental impact. This research provides valuable insights into China's rapidly transforming aquatic food market landscape, offering implications for industry innovation and the promotion of sustainable consumption patterns.

Young Adult and Parent Willingness to Pay for Meningococcal Serogroup B Vaccination.

Introduction. Serogroup B (MenB) is the leading cause of invasive meningococcal disease among adolescents and young adults in the United States. The US Advisory Committee on Immunization Practices (ACIP) recommends MenB vaccination based on shared clinical decision making between patients and providers. However, suboptimal understanding of these recommendations could contribute to low vaccination awareness and coverage. Understanding young adult and parent expectations of their health care providers (HCPs) and the value they place on vaccine information could help inform a consistent approach to HCP MenB vaccination discussions and recommendations. Methods. Data collected via a discrete-choice experiment online survey were used to evaluate preferences and willingness to pay regarding MenB vaccination among US parents and young adults in 2019. Results. Of 2,388 respondents with valid data, 1,185 were parents of children aged 12 to 25 y, and 1,203 were young adults aged 18 to 25 y. Approximately 70% of parents and young adults indicated that they would react negatively if their HCP chose not to initiate a discussion with them about MenB vaccines. Neither parents nor young adults were willing to pay for additional time for MenB vaccine discussions with their HCP but were willing to pay an average of $416 and $282, respectively, for the vaccine. For parents and young adults, greater willingness to pay was associated with a provaccination attitude and the opinion that the HCP has a moral obligation to discuss the MenB vaccine with them. Conclusion. Both parents and young adults felt their HCP is responsible for initiating a discussion about MenB vaccination and disease risk and were willing to pay for the vaccine. These findings should help inform ACIP recommendations for meningococcal vaccination. Highlights: ACIP recommends shared clinical decision making for MenB vaccination.Data were collected from young adults and parents of adolescents by online survey.We measured values and consultation preferences on MenB disease and vaccination.Young adults/parents strongly preferred doctor-initiated MenB vaccine discussion.Respondents were willing to pay for a MenB vaccine.

Who pays for clean air, and why?: Analyzing the impact of resource, planned behavior, and government/policy factors on the multidimensional willingness to pay for reducing the particulate matter.

This study aimed to explore the determinants of willingness to pay for fine particulate matter reduction. Previous studies were mostly based on simple causal models, with few or similar predictors affecting a single dimension of willingness to pay. This study adopted a multidimensional model, dividing willingness to pay into three categories: cost burden, benefit to the community and benefit to specific groups. The independent variables were resources, planned behavior, and government/policy factors, with a total of 12 variables. The analysis showed that, first, the determinant structure varied across the dimensions of willingness to pay. Second, facility resources, information, personal norms, social norms, perceived control, trust in government, policy satisfaction, policy preference, and policy knowledge had significant positive effects on willingness to pay. Third, policy satisfaction and social norms had high explanatory power for willingness to pay for cost burden; policy preference and personal norms for benefit to community; and policy knowledge, policy preference, and perceived control for benefit to specific groups.

Toward sustainable environmental management: Insights from Chinese first-tier cities' consumers' response to green electricity payment policies.

China's renewable energy industry is facing the challenge of overcapacity. The environmental management literature suggests that consumers' participation in the green electricity market holds immense potential in addressing renewable energy consumption concerns. However, the question of how payment policies influence China's consumers' willingness to pay for green electricity remains unresolved. Based on 2854 valid questionnaires from a survey conducted in China's four first-tier cities in 2023, our research findings reveal: (1) While 97.9% of consumers express a willingness to use green electricity, only 63.1% are willing to pay a higher cost, indicating the existence of a "value-action" gap between environmental awareness and actual willingness to pay. (2) China's consumers' willingness to pay for green electricity is approximately 38.4 RMB per month. This figure has decreased by 5.7 RMB compared to our survey in 2019. (3) Consumers' willingness to pay will be influenced by the attitudes of those around them. (4) The voluntary payment policy positively impacts consumers' willingness to pay for green electricity. (5) Male, younger, lower education level, higher income, and larger household size consumers exhibit a higher willingness to pay. (6) Electricity price sensitivity weakens the impact of payment policies on willingness to pay.

Factors influencing willingness to pay for improved solid waste collection services among households in urban cities in Uganda: empirical evidence from Lira City.

Waste management in Lira City, Uganda faces significant challenges, particularly in the area of waste collection. Pollution and health risks from uncollected waste are rampant, posing serious threats to human health and the environment. This persistent problem demands urgent attention and effective solutions to improve waste collection and safeguard the well-being of the community and the natural surroundings. This study aimed to assess households' willingness to pay for improved waste collection services, examine their waste management practices, and identify influencing factors. We employed a multistage sampling technique to randomly select 585 household heads and conducted key informant interviews with city officials and private waste collectors. Data analysis was conducted with STATA 17 and results showed that 48.12% of households were willing to pay an average of UGX 3012 ($0.84) per month for better services. Factors including education level, occupation, distance to waste collection sites, and environmental awareness significantly influenced this willingness. The study highlights a significant gap in public awareness and understanding of efficient solid waste management practices and concludes that enhancing public awareness is crucial for improving environmental health and safety in Lira City.

Chinese consumers' valuation for prepared plant-based meat products: Does environmental information matter?

Despite the growing interest in innovative nonanimal protein-prepared foods, knowledge about consumer demand for these newly prepared foods and their potential scope in the market could be improved. This study reports the results of a discrete choice experiment on consumers' (n = 1245) willingness to pay (WTP) for prepared plant-based meat (PPBM) in the context of Chinese food culture. Consumers were randomly assigned to a treated group with additional environmental information about PPBM. The estimation results of the random parameter logit model showed that when environmental information was provided, consumer preferences and WTP for frozen meatballs with mixed meat (beef-based and soy protein-based meat) and PBM (pure soy protein-based meat) significantly increased. However, their preference and WTP for food quality and safety attributes of meatballs decreased. Simultaneously, the availability of information reveals the heterogeneity of preferences. This study found that positive WTP for PPBM was limited to consumers with a low degree of food technology neophobia (FTN) and that consumers with a high degree of FTN may avoid purchasing meatballs made from PBM. In contrast, consumers with a higher time preference (i.e., impatient consumers) were likelier to pay for PPBM meatballs. PRACTICAL APPLICATION: PPBM is especially valuable in developing innovative nonanimal protein-prepared foods, and China has the potential to become the largest PPBM food market. Understanding consumers' preference for PPBM products and the impact of information provision on their WTP will assist food companies in devising suitable strategies for the development of new PPBM products. The findings of this study provide targeted market insights for the food industry to help guide the development of plant-based meat products more effectively.

Willingness to pay for cataract surgery and its associated factors in selected medical centers in Urmia, Iran.

INTRODUCTION: Cataracts represent a significant public health issue and are the most prevalent vision disorder following refractive errors. They can restrict the economic, social, and psychological activities of those affected, thereby diminishing their quality of life. This study was undertaken to examine the willingness to pay for cataract surgery and the factors influencing this decision in selected medical centers in Urmia. The two-stage Heckman model was utilized to aid decision-making in financing this service. METHODS: This research was a descriptive-analytical study evaluating the economic aspects of health interventions, conducted from the patient's perspective. In this cross-sectional study, a sample size of 217 patients with cataract issues was selected using Michel Carson's table. These patients were from Imam Khomeini Hospital and Aftab Urmia Surgery Center in 2023. Data was collected using a conditional valuation approach to determine the maximum amount patients were willing to pay, as gathered through a questionnaire. The factors influencing the willingness to pay for cataract surgery were estimated using the two-stage Heckman regression model. The final effect value of each variable was calculated using Stata version 14 software. RESULTS: In this study, 81.11% of participants (176 individuals) expressed a willingness to pay for cataract surgery, with the average amount they were willing to pay being $206.3. However, out of the 217 respondents, 41 rejected the proposed amounts and were not willing to pay anything. The results of the Hemken model indicated that the income of patients and the size of their households significantly influenced their willingness to pay for cataract surgery. However, other variables investigated did not have a significant impact. CONCLUSION: The study results revealed a significant influence of both income and household size on the likelihood of willingness to pay, as well as the extent of willingness to pay for cataract surgery. Consequently, it is crucial to formulate policies and provisions that guarantee access to cataract services, particularly for individuals from large households with low income and high costs.