willingness to pay (WTP) are sensitive to time pressure and cognitive load levels in practice. An experiment with 233 students is … load levels. Results show that increasing cognitive load could significantly reduce consumers’ WTP for organic food; and … time pressure does not have significant impact on WTP values. Such results remind us of being particularly cautious about …

present a brief introduction of the payment card approach and introduce several methods to estimate the WTP with payment cards …, which we subsequently use to estimate WTP values regarding green vegetables, green meat and green eggs in China. Our results … indicate that consumers in big cities are willing to pay a higher premium for green food and that WTP values are relatively …