北京大学中国农业政策研究中心  10月15日

报告题目:Mobilizing the Public to Fight Poverty Using Anti-Poverty Labels in Online Food Market:Evidence from Real Experimental Auctions

报告人:Dr. H. Holly Wang, Purdue University



会议 ID:991 403 148



2020 is the closing year of Chinese Anti-Poverty (AP) Initiative designed to help the poor in rural areas. Mobilizing the growing middle-class to voluntarily help in poverty alleviation through paying price premiums for agricultural products with AP labels can reduce the government’s financial burden and improve total social welfare. This study is the first to use a non-hypothetical online Becker–DeGroot–Marschak auction experiment to gauge real shoppers’ willingness-to-pay (WTP) levels. Results confirm consumers are willing to pay significant premiums for AP labels, and demographics, personal traits and perception factors are identified to affect consumers’ bid. We further identify three effective non-financial treatments that can increase consumers’ WTP for AP labels and find different treatment effects among consumers. Lastly, we find evidence that AP label can attract consumers for trial purchases but not for repeated purchases.

Co-author: Yu Jiang,PhD student at CARD, Zhejiang University.



Dr. H. Holly Wang is a professor at the Department of Agricultural Economics, Purdue University, USA, and a Qiushi Chair guest professor at Zhejiang University. She is also former Changjiang and Qianren Scholar. Her research areas include food safety, consumption, E-Commerce, supply chain, agricultural risks and insurance in both US and China.  She has published over 100 articles in peer reviewed journals including top field journals like American Journal of Agricultural Economics, Journal of Agricultural Economics, and European Review of Agricultural Economics. She is currently a co-editor of Food Policy, and China Agricultural Economic Review. She is a past President of Chinese Economists Society, former Board Director of Agricultural and Applied Economics Association (AAEA), and founding Chair of China Section of AAEA.