Metropolitan residents' willingness to payment and factors affecting low-carbon agricultural products: an empirical analysis on low-carbon vegetables in Shanghai

In this paper, we investigated the willingness of metropolitan residents to pay for low-carbon agricultural products. By developing low-carbon agricultural products, carbon emission would be reduced significantly. Using the contingent valuation method, this paper explored Shanghai residents' willingness to pay for vegetables with carbon labeling. The results of multiple regression model and logistic regression model are as follows: while 91% of respondents were willing to buy vegetables with carbon labels, they were only willing to pay an additional fee of 6% for low-carbon vegetables. Secondly, gender, education level, awareness of carbon labeling, habits to buy vegetables in a traditional market, large supermarket chains, and community supermarket would significantly affect the respondent's willingness to buy low-carbon vegetables. Thirdly, family structure, household disposable income, awareness of carbon labeling and habits to buy vegetable in large supermarket chains would significantly affect the respondent's willingness for an additional pay. It is necessary to increase publicity for promoting the construction of low-carbon agricultural products market. Appropriate channels must be selected for the sale of low-carbon agricultural products because of the effect of vegetation buying habits to "willingness to buy" and "willingness to an additional pay". Due to the low level of additional payment of low-carbon agricultural products, producers need to reduce production costs of low-carbon agricultural products by developing circular agriculture.