Analysis of consumer preference for green tea with eco-friendly certification in china

Kyungsoo Nam, Yiyang Qiao, Byeong Il Ahn

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


The eco-friendly certification system is designed to ensure safe agricultural products to consumers while minimizing environmental pollution. However, despite its advantages, it is not widely adopted due to a possible decrease of farmers’ income. In order to provide implication for activating the eco-friendly certification system, this paper examines the attributes of green tea which affect consumers’ preferences and estimates consumers’ willingness to pay (WTP) for the eco-friendly certification in China. A choice experiment survey is employed for data collection, and the random utility model is used to estimate the preference for the certification and quality of green tea. The attribute that yields the highest marginal WTP turns out to be the organic certification for which WTP is $115.9/250g higher than for no certification. Also, the analytical results indicate that the group with high trust is willing to pay up to $214.6/250g more for green tea with organic certification compared to the one with no certification. The empirical results suggest that it is important to build the consumers’ awareness and trust toward the certification to activate the eco-friendly certification system.

Original languageEnglish
Article number211
JournalSustainability (Switzerland)
Issue number1
Publication statusPublished - 2022 Jan 1

Bibliographical note

Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.


  • Certification system
  • Choice experiment
  • Consumer preference
  • Eco-friendly agriculture
  • Marginal willingness to pay
  • Organic green tea

ASJC Scopus subject areas

  • Computer Science (miscellaneous)
  • Environmental Science (miscellaneous)
  • Geography, Planning and Development
  • Energy Engineering and Power Technology
  • Hardware and Architecture
  • Management, Monitoring, Policy and Law
  • Computer Networks and Communications
  • Renewable Energy, Sustainability and the Environment


Dive into the research topics of 'Analysis of consumer preference for green tea with eco-friendly certification in china'. Together they form a unique fingerprint.

Cite this