The burgeoning interest in green agriculture represents a pivotal shift towards environmentally friendly farming systems but sales of its products have been poor. Therefore, guiding consumers to pay reasonably can help green agricultural enterprises formulate appropriate marketing strategies and enhance public health and environmental quality. This paper takes shrimp rice (SR) as an example, based on 1,158 consumers in the largest rice province Hunan, and seeks to detect which factors affect the public’s willingness to pay (WTP) by adopting th...
