A Study On Consumers’ Value Evaluation,and Consumption Choice Towards Low-carbon Agricultural Products

With global wanning and the problems it causes in ecology, industry, agriculture, economy, and health becoming more and more serious, the economic pattern characterized by low energy consumption, low carbon emission, low pollution has become the mainstream concept of economic and social development of many countries. The establishment of low-carbon agricultural products consumption pattern plays an important role in the achievement of low-carbon economy, for agriculture is an important part of economic sector and consumers are the final demander. Analysis on consumers’perception of low-carbon agricultural product and willing to pay helps to develop policy to the establishment of low-carbon agricultural products consumption pattern. Besides, the information supply of low-carbon certification and carbon label contributes to customer choice by turning the low-carbon attribute of low-carbon agricultural products from trust product to search product, on the based of knowing consumer willing to pay. It’s favorable to analyze the influence of low-carbon information supply on consumer willing to pay, and the perception and choice behavior of different low-carbon certifications and carbon labels.Contingent valuing method (CVM) was conducted to study consumer WTP for low-carbon pork and analyze the affecting factors based on consumer survey data in Nanjing province after analyzing the basic perception of low-carbon agricultural products. This paper planed to analyze consumers’basic perception and choice of low-carbon certification and carbon label, probe the impact of low-carbon certification and carbon label on consumer WTP and the choice of low-carbon agricultural products with different low-carbon certifications and carbon labels. Then at the last part of this paper put forward some policy suggestions:Try to establish the transmission mechanism of low-carbon agriculture and low-carbon agricultural products. Set up the system of carbon labeling, low-carbon agricultural products certification; Build the consumption pattern of low-carbon agricultural products for different consumer groups.We draw the conclusions that:the urban consumers have a high awareness of low-carbon agricultural products. The mean paying price of low-carbon pork isY18.95 (initial price is￥15), then the mean WTP is Y3.95. And the price of low-carbon pork, consumer perception of low-carbon agricultural product, household income, household population and education background all have significant impact on consumer WTP for low-carbon pork. And customers show diversification in the choice of agricultural products with different carbon labels or low-carbon certifications.