Research on the Willingness of Chinese Consumers to Pay a Premium for Sustainable and Green Certified Foods

As environmental and food safety awareness rises, sustainable and green certified food has gained popularity globally and in China, yet a gap remains in understanding Chinese consumers' willingness to purchase. This study investigates 175 consumers' willingness to buy these products from demographic and psychological perspectives, including their readiness to pay a premium and preferred buying methods. Findings show most consumers are willing to accept a 15-25% premium, driven by product quality and health concerns, and prefer purchasing online and in supermarkets. This research enhances understanding of the Chinese market and promotes the sustainable and green food industry's development.