卡特三农学术论坛之238期通告 主讲人：王红教授

◇ 讲座时间：

2023年6月5日（周一）10:00-12:15

◇ 讲座地点：

浙江大学紫金港校区创意楼A座729会议室

◇ 本期主题：

Consumer Behavior in Choosing Microplastic Contaminated Seafood across Different Countries: The Role of Cultural and Environmental Attitudinal Factors

◇ 主讲嘉宾：

Dr. H. Holly Wang is a professor at the Department of Agricultural Economics, Purdue University. She is a new Fellow of Agricultural and Applied Economics Association (AAEA). She has also served as guest, adjunct or external professors in universities in Canada, China, Finland, and US. She received her BS degree from Tsinghua University, China, and her Ph.D. degree in Agricultural Economics from Michigan State University.

Dr. Wang’s recent research has focused on consumer preferences of food especially in China, using state-of-the-art experimental methods. She has published over 120 articles in peer reviewed journals. She has also delivered hundreds of presentations at professional conferences and academic seminars, some of which are keynote speeches at international conference in Europe, Asia and Americas. Dr. Wang is a co-Editor-in-Chief of Food Policy and a co-Editor of China Agricultural Economic Review.

Dr. Wang’s research areas include consumer behavior, food safety, E-Commerce, commodity market, agricultural risks and insurance, rural development, environmental and agricultural interface applied to multiple countries in the world. She has served as the President of Chinese Economists Society, and an Executive Board Director of Agricultural and Applied Economics Association.

◇ 内容摘要：

Microplastics are polluting the oceans worldwide and being stored in popular seafood species. Although there is uncertainty about human health impacts from consuming such seafood, such uncertainty doesn’t limit consumer concern. Economic studies regarding these new pollutants are seriously lacking, although environmental research is becoming more common. One of the goals of this study is to fill this gap, and meanwhile we explore that culture, attitudinal factors, and willingness-to-pay (WTP) elicitation formats may be key determinants in consumer actions. Surveys were conducted in three countries that vary in their seafood consumption habits, environmental attitudes, and culture. The results show that while previous knowledge of microplastics differs widely, when presented with microplastic information, about 90% of the respondents in all countries viewed microplastics as harmful. Mean own WTP for microplastic safer salmon was 162%, 222%, and 150% above the usual price of salmon in the US, China, and Korea, respectively. While there exists significant differences in WTP across examined nations, commonalities exist. Namely, individuals with a peer-like-oneself outlook and collectivistic values displayed significantly higher WTP for microplastic safer salmon. Promoting an equal view of peers and emphasizing the group can lead to higher WTP for less microplastic contaminated food. Policies in educating the public for these new pollutants, supporting the seafood industry to help clean up waters near the seashore, and partnering with consumers in funding the proenvironmental behavior are called for.

◇ 主持人：

林雯，浙江大学中国农村发展研究院、公共管理学院研究员。