Chinese Consumers’ Preference and Willingness to Pay for Carbon-Labeled Forest Fruit Products

Abstract

Carbon labeling of forest fruit products is an important approach to guide consumers toward low-carbon consumption and achieve agricultural carbon neutrality. This study employs a choice experiment method, taking Huyou Pomelo as an example, based on survey data from 1,108 consumers in five cities: Hangzhou, Shanghai, Nanjing, Hefei, and Beijing. This study analyzes consumers’ preferences and willingness to pay for carbon-labeled Huyou Pomelo and explores their heterogeneous preferences by utilizing the Random Parameters Logit(RPL) model and the Latent Class Analysis(LCA) model. The results show that: (1) Despite the relatively low public awareness of carbon labeling, customers still have a strong willingness to purchase carbon-labeled products. (2) Consumers have an average willingness to pay 7.772 yuan/kg for carbon-labeled attributes, and a complementary relationship exists between carbon and traceability labeling. (3) Consumer age and marital status significantly influence the preferences of consumers to purchase carbon-labeled Huyou. However, no significant differences exist in purchasing intent based on gender, education level, income level, or household size. Based on the above conclusions, this study provides recommendations for Huyou producers in consumer market segmentation and for the government to improve carbon labeling–related systems.