Would consumers help achieve sustainable development in the Qinghai–Tibet Plateau with a forage–livestock balance certification label?
China Agricultural Economic Review
ISSN: 1756-137X
Article publication date: 15 February 2023
Issue publication date: 2 May 2023
Abstract
Purpose
The contradiction and conflict between grassland conservation and economic development are prominent in the Qinghai–Tibet Plateau (QTP) with its fragile environment and ecosystem. How to promote sustainable grazing in the plateau without hurting the economic welfare of local residents is a key challenge facing the Chinese government. This study explores the potential of market-based grassland conservation policies by evaluating consumer preferences and valuations for forage–livestock balance certification labeled yak products.
Design/methodology/approach
This study adopts a choice experiment with four attributes of yak meat, including forage–livestock balance certification, feeding type, age at slaughter and price. A sample size of 2,999 respondents from Beijing, Shanghai, Wuhan, Guangzhou and Chengdu was collected by a professional online survey company.
Findings
The result reveals that urban Chinese consumers are willing to pay highest price premiums for forage–livestock balance certified yak meat, followed by grass-fed claim labeled meat. Consumers on average place negative valuations for grain-fed claims, meat from yak slaughtered above 2 and 4 years old. Heterogeneous analysis indicates that individuals who are female, younger, married, and better educated, and with above median income, Tibet travel or yak consumption experience, are more receptive to the forage–livestock balance certification.
Originality/value
It is the first study to explore demand-driven mechanisms for grassland conservation by focusing on consumer valuation for the forage–livestock balance certification.
Keywords
Acknowledgements
The authors would like to acknowledge funding from the Leading Scientist Project of Qinghai Province (No. 2023-NK-147), the Key Consulting Project of Chinese Academy of Engineering (No. 2022-HZ-09; No. 2022-XY-139) and the National Natural Science Foundation of China (No. 72103180; No. 72273128).
Citation
Zhang, Y., Jin, S. and Lin, W. (2023), "Would consumers help achieve sustainable development in the Qinghai–Tibet Plateau with a forage–livestock balance certification label?", China Agricultural Economic Review, Vol. 15 No. 2, pp. 345-374. https://doi.org/10.1108/CAER-05-2022-0104
Publisher
:Emerald Publishing Limited
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