Consumers willing to pay a premium for sustainably produced rice, a new study shows
- From
-
Published on
13.09.18
- Impact Area

Through behavioral market experiments, they elicited consumers’ willingness to pay for rice produced and labeled under the national sustainable production standard “VietGAP” in a supermarket in Can Tho City in the Mekong River Delta. The researchers also examined the conditions that make consumers willing to pay more for certified-sustainable rice. They found that consumers were willing to pay price premiums of 9% for certified sustainably produced rice on top of the price of regular rice. These premiums even further increased up to 33% when they were informed about what the label on sustainably-produced products mean and where exactly the rice was produced. Consumers that consider themselves as environment- and health-conscious tended to be most responsive to sustainable production labels.
Related news
-
NARES and IRRI advance market-driven varieties and accelerate adoption of new rice varieties in Africa
International Rice Research Institute (IRRI)06.02.25-
Food security
A photo-op of participants at the 2024 NARES-IRRI Joint Advancement Meeting, with over 90 participan…
Read more -
-
NATURE+ mobilizes new value chains for neglected crops in 5 countries: Report
CGIAR Initiative on Nature-Positive Solutions01.02.25-
Environmental health & biodiversity
-
Poverty reduction, livelihoods & jobs
Research and community-driven interventions by NATURE+ and partners mobilized new value chain activi…
Read more -
-
Scaling Circular Solutions: India’s Circular Bioeconomy Innovation Hub Initiative
CGIAR Initiative on Nature-Positive Solutions31.01.25-
Environmental health & biodiversity
-
Poverty reduction, livelihoods & jobs
The CGIAR initiative on Nature-Positive Solutions (NATURE+), in collaboration with BAIF Development …
Read more -