Ginger product attributes in the choice experiment
| Attribute | Level | Description |
|---|---|---|
| Price (Chinese yuan) | 4 | 5 yuan per 500 g 15 yuan per 500 g 25 yuan per 500 g 35 yuan per 500 g |
| Certification label | 3 | CGFC label COC label No certiffcation |
| Purchase place | 4 | Wet markets Supermarket JD.com (Online) Pinduoduo (Online) |
| Brand | 3 | Regional public brands for agricultural products Private brand of agricultural product enterprises No brand |
| Attribute | Level | Description |
|---|---|---|
| Price (Chinese yuan) | 4 | 5 yuan per 500 g |
| Certification label | 3 | CGFC label |
| Purchase place | 4 | Wet markets |
| Brand | 3 | Regional public brands for agricultural products |
Note(s): In September 2023, 1 USD ≈ 7.286 RMB
Source(s): Authors’ own creation
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