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Figure 5. Beliefs of UK consumers about environment and organic farming. Source: Data from 306 observations; data appendix available from authors. The error bars show standard deviations.

Figure 5 Beliefs of UK consumers about environment and organic farming. Source: Data from 306 observations; data appendix available from authors. The error bars show standard deviations.

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Table 1. Positioning of this study. The positioning of this current study is summarized in Table 1 below: Floating rice represents a unique, traditional, and nearly agrochemical-free farming nethod. The cultivation of floating rice relies on the natural, annual cycle of flooding of ributaries of the Mekong River [38]. The floods bring fish and alluvial deposits into the rice ields, which supplements the soil with nutrients, reduces agricultural pests, and increases iodiversity in the paddy fie ‘o adapt to increases in wa ds. Floating rice is a variety that can elongate its culm quickly er levels during the flooding season. The plants grow just ast enough to keep their heads on top of the rising flood waters, appearing to float (see Appendix B for a picture of floating rice). The rice is harvested after the floodwaters recede. 3ecause the cultivation of floating rice relies on the rainy and flooding season, there is
Table 1. Positioning of this study. The positioning of this current study is summarized in Table 1 below: Floating rice represents a unique, traditional, and nearly agrochemical-free farming nethod. The cultivation of floating rice relies on the natural, annual cycle of flooding of ributaries of the Mekong River [38]. The floods bring fish and alluvial deposits into the rice ields, which supplements the soil with nutrients, reduces agricultural pests, and increases iodiversity in the paddy fie ‘o adapt to increases in wa ds. Floating rice is a variety that can elongate its culm quickly er levels during the flooding season. The plants grow just ast enough to keep their heads on top of the rising flood waters, appearing to float (see Appendix B for a picture of floating rice). The rice is harvested after the floodwaters recede. 3ecause the cultivation of floating rice relies on the rainy and flooding season, there is
Figure 2. Vietnam rice exports from 1987 to 2019. Source: Data from 1987 to 2017 from FAOstat and data from 2018 to 2019 from GSO [1].
Figure 2. Vietnam rice exports from 1987 to 2019. Source: Data from 1987 to 2017 from FAOstat and data from 2018 to 2019 from GSO [1].
Figure 3. Import quantity of Vietnamese rice to the EU and the UK. Source: European Commission, 2020 [66].
Figure 3. Import quantity of Vietnamese rice to the EU and the UK. Source: European Commission, 2020 [66].
Table 2. Total imports of rice to EU countries. Unit: thousand tons. Extensive exploratory research identified appropriate ethical attributes of floating rice This included an extensive literature review and a focus group with Vietnamese experts in environment, agricultural economics, and agronomy. This enabled the identification of three primary non-market rice attributes to evaluate. The levels for the fourth product attribute included in the survey, retail price to the consumer, were determined based on observations at three supermarkets in the UK.
Table 2. Total imports of rice to EU countries. Unit: thousand tons. Extensive exploratory research identified appropriate ethical attributes of floating rice This included an extensive literature review and a focus group with Vietnamese experts in environment, agricultural economics, and agronomy. This enabled the identification of three primary non-market rice attributes to evaluate. The levels for the fourth product attribute included in the survey, retail price to the consumer, were determined based on observations at three supermarkets in the UK.
Table 3. Attribute levels of floating rice used for choice experiment.
Table 3. Attribute levels of floating rice used for choice experiment.
Source: Data from 306 observations; data appendix available from authors. Table 4. Socio-demographic characteristics of respondents.
Source: Data from 306 observations; data appendix available from authors. Table 4. Socio-demographic characteristics of respondents.
Figure 4. UK consumer perceptions of purchased rice country of origin. Source: Data from 306 obser- vations; data appendix available from authors.
Figure 4. UK consumer perceptions of purchased rice country of origin. Source: Data from 306 obser- vations; data appendix available from authors.
Figure 6. UK consumers’ behaviors related to food. Source: Data from 306 observations; data appendix available from authors. The error bars show standard deviations.
Figure 6. UK consumers’ behaviors related to food. Source: Data from 306 observations; data appendix available from authors. The error bars show standard deviations.
Table 6. Testing the assumption of IIA restriction. To obtain unbiased estimation as well as to make comparison of the mean willingness to pay for floating rice attributes in MNL models (with and without latent variables), the model also included the economic characteristics (income) as well as the three attitudinal and perceptual variables derived from the exploratory factor analysis. The results of MNL models are presented in Table 7.
Table 6. Testing the assumption of IIA restriction. To obtain unbiased estimation as well as to make comparison of the mean willingness to pay for floating rice attributes in MNL models (with and without latent variables), the model also included the economic characteristics (income) as well as the three attitudinal and perceptual variables derived from the exploratory factor analysis. The results of MNL models are presented in Table 7.
Note: *, **, and *** indicate the significant levels of 10%, 5%, and 1%, respectively. See Tables 3-5 for more details on the notations of variables in utility function. Source: Data from 306 observations; data appendix available from authors.
Note: *, **, and *** indicate the significant levels of 10%, 5%, and 1%, respectively. See Tables 3-5 for more details on the notations of variables in utility function. Source: Data from 306 observations; data appendix available from authors.
Table 8. UK consumers’ marginal willingness to pay for floating rice.
Table 8. UK consumers’ marginal willingness to pay for floating rice.
Figure A1. Source: https: / /laodong.vn/ media /lua-mua-noi-tu-dong-ruong-den-ban-an-575012.1d. (accessed on 16 June 2021). Appendix B. A Picture of Floating Rice Field References
Figure A1. Source: https: / /laodong.vn/ media /lua-mua-noi-tu-dong-ruong-den-ban-an-575012.1d. (accessed on 16 June 2021). Appendix B. A Picture of Floating Rice Field References
Choice set 1 Among Rice A, Rice B, and the normal rice, please select only one kind of rice that you prefer.
Choice set 1 Among Rice A, Rice B, and the normal rice, please select only one kind of rice that you prefer.
Related topics:
BusinessAgricultureBiodiversityFair TradeValuation of Environmental EffectsGreenhouse Gas Reduction
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