This research is to investigate factors which may influence Chinese consumers’ willingness to pay for the four kinds of Chinese Geographical Indication products (vegetable& fruit, wine, Chinese herbal medicine and tea). And at the same time estimate the Chinese consumers’ average willingness to pay for the Geographical Indication products. The result shows that Chinese consumers’ understanding of geographical indications products is still in primary stage. The analysis also indicates that knowledge of GI will have a significant positive impact on willingness to pay for all kinds Geographical Indication products. While the impact of consumer personal characteristics on willingness to pay depends on the type of Geographical Indication products.

Wentao Dong. A Case Study on Chinese Consumers' Willingness to Pay for Geographical Indication Products. The Frontiers of Society, Science and Technology (2019) Vol. 1 Issue 7: 95-103. https://doi.org/10.25236/FSST.2019.010712.

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