Human behaviours are driven by two different types of motives: implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. It implies that the values of willingness to pay (WTP) are sensitive to time...

With use of payment card survey data of willingness to pay (WTP) for the “Green Food”, a unique food certification in China, this study finds that age and income are important for the WTP for the Green Food in China. There are structural differences in consumer preference for Green Food...

Food safety issues often arise from problems of asymmetric information between consumers and suppliers of food with regards to product-specific attributes or characteristics. Food safety concerns in China are having a drastic impact on consumer behavior, commodity markets, international trade...