Jiangsu Urban Consumers’ Rice Purchasing Behavior and Willingness to Pay for Biodiversity-Friendly Labeled Rice: Examining the Promotion and Dissemination of Environmental Conservation-Based Agriculture from the Demand Side

This study investigates urban Chinese consumers’ willingness to pay (WTP) for “biodiversity-friendly labeled rice,” produced using farming methods that emphasize ecosystem conservation, such as reducing the use of pesticides and chemical fertilizers. The results reveal that the median WTP for such rice ranges from 74 to 78 Chinese yuan per 5kg—about 30% higher than the average market price of 56 yuan, indicating strong consumer interest in environmentally friendly products. In particular, consumers with biodiversity knowledge and households with children exhibited higher WTP. Additionally, the study highlights the high recognition of “integrated rice-fish farming” in China, which receives even higher WTP (87 yuan) due to its perceived economic benefits despite raising environmental concerns. By comparing these two farming methods, this research explores the potential for promoting “biodiversity-friendly labeled rice” as a sustainable alternative that balances ecological preservation and consumer demand.