Determinants of consumer willingness to pay for zero carbon certified organic vegetables under the pilot of personal carbon account in Guangzhou

Abstract

The agriculture food system contributes significantly to climate change, driven by agri-foods production. To mitigate climate change from agri-foods, zero-carbon certified organic vegetables which can offset carbon emission from the production process to consumption have been launched concurrently meet the increasing demand of organic food for health. But encouraging more buyers requires incentivizing ways. The pilot of personal carbon account offers a potential solution by converting consumers’ green behavior into carbon credits that can be used like currency. So the study proposes to combine zero-carbon certificated organic vegetables and personal carbon account to address climate change. It explored the characteristics of interested participants on personal carbon account, estimated factors affecting their willingness to pay of zero carbon certificated organic vegetables under participation of personal carbon account and willing to pay. Results showed that consumers who were interested in personal carbon account were younger, educated, have high income, environmental awareness. They will pay 10-20% more for zero-carbon organic veggies, with most willing to pay 19-24 yuan/500g. Perceived pleasure and usefulness influenced buying, followed by environmental attitude. Perceived value can improve the willing to pay under the participation personal carbon account.