What is it about?
The purpose of this paper is to investigate Chinese consumers’ willingness-to-pay (WTP) for fair trade coffee given different amount of product information. Although coffee is becoming more popular in China, the concept of fair trade is often found unfamiliar to most Chinese consumers.
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Why is it important?
Chinese coffee market for the concept of "fair trade".
Perspectives
Chinese Consumers' readiness for accepting the concept of "Fair Trade" as a special member of the Global South.
Yun Liu
Queen's University
Read the Original
This page is a summary of: Product information and Chinese consumers’ willingness-to-pay for fair trade coffee, China Agricultural Economic Review, April 2014, Emerald,
DOI: 10.1108/caer-01-2013-0017.
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