Consumer awareness and willingness-to-pay analysis of nutritional labeling in fresh agricultural products

• Published in: Zhongguo shipin weisheng zazhi Vol. 36; no. 2; pp. 199 - 206
• Main Authors: ZHU Mengdong, REN Xiao, SUN Junmao, ZHU Dazhou
• Format: Journal Article
• Language: Chinese
• Published: The Editorial Office of Chinese Journal of Food Hygiene 01.02.2024
• Subjects: consumer willingness to pay; fresh agricultural products; nutritional label awareness; nutritional labels
• ISSN: 1004-8456
• DOI: 10.13590/j.cjfh.2024.02.014

ObjectiveTo provide a reference for developing nutrition labels for fresh agricultural products， we explored consumers’ understanding of and willingness to consume fresh agricultural products with nutrition labels.MethodsIn total， 682 valid questionnaires were collected via online surveys. Descriptive statistics and logistic regression analyses were conducted to analyze consumers’ understanding of nutrition labels for fresh agricultural products， their willingness to consume them， and the underlying factors.ResultsE-commerce platforms are important channels for selling fresh agricultural products. The demand for pre-packaged and exquisitely packaged fresh agricultural products has increased gradually. More than 75% of consumers frequently check nutritional labels when purchasing food products. Approximately 88.9% of consumers expect nutrition labels for fresh agricultural products and pay attention to the nutritional claims， including the content of sugar， vitamins， minerals， phytochemicals， and other ingredi