Although numerous studies have examined consumer preference for organic foods, few have focused on consumer willingness to\npay (WTP) for organic labels from dissimilar countries or certifiers. We conducted a choice experiment to examine how Chinese\nconsumer ethnocentrism and trust on organic labels and certifiers may affect their WTP for organic labels from different countries\nas well as for different certifiers. Chinese consumers did not show a high level of ethnocentrism, and this may lead to inconsistencies\nin their WTP for organic labels. Significantly, consumer preferences for certifiers did not change remarkably with the\nincrease in consumer ethnocentrism. Chinese consumers generally preferred organic labels from developed countries (or USinvested\norganic certifiers). With increases in the trust in labels, consumer WTP for each type of organic label increased in general,\nbut the difference between WTPs for organic labels from different countries decreased. Similar results were observed in consumer\nWTP for certifiers. Determining distinct preferences for organic labels from various sources and countries can be a valuable\nreference for manufacturers or international certification service providers to choose target markets and for governments to\nestablish their certification systems.
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