Chinese consumers' purchase intention of Eco-Labeled fish-based on a survey to consumers in Beijing

Shiwen Quan, Yinchu Zeng, Bo Huang, Mitsuyasu Yabe

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Since environmental certification system on fish products is widely adopted by countries and international organizations, this paper makes an empirical analysis on Chinese consumers' purchase intention of EcoLabeled fish. A comprehensive model integrating utility theory and TPB is constructed, and ordered logit model is estimated with data collected from a survey consisting of 386 samples. Results show that Chinese consumers have an overall high intention of purchasing Eco-Labeled fish. Both economic factors and psychological factors significantly affect consumers' intention, which implies the comprehensive model has a better explanatory power. Negative affection of price, combined with positive affection of budget is confirmed, indicating that Eco-Labeled fish is normal good with a downward sloping demand curve. Among psychological factors, perceived behavioral control is verified to have the greatest impact on consumers' intention. Several implications with respect to public policy are thus pointed out.

Original languageEnglish
Pages (from-to)205-213
Number of pages9
JournalJournal of the Faculty of Agriculture, Kyushu University
Issue number1
Publication statusPublished - Feb 2014

All Science Journal Classification (ASJC) codes

  • Biotechnology
  • Agronomy and Crop Science


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