Yang, Shang-Ho; Qing, Ping; Hu, Wuyang; Liu, Yun - In: China Agricultural Economic Review 6 (2014), pp. 278-294
Purpose – 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...