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Today , agriculture food safety incidents occur frequently, the process of agricultural production growing environmental pollution and destruction . To improve this situation , scientists have proposed a variety of protective measures , and found a variety of modes of agricultural production , organic agriculture is one such moment . With the trend of shares of organic agriculture organic tea produced and has been recognized by the people . In recent years , the world's tea plantations States continued to expand organic tea planting area , the Chinese organic tea cultivation and production began in 1990 , China 's cultivation of organic tea more than 100 million mu , annual output of more than 100,000 tons , annual consumption exceeding 50,000 t , the face of such a huge emerging market we need to do some understanding of this . Organic tea from the Fujian Provincial consumers willingness to pay for the departure , aimed at understanding the organic tea consumers ' willingness to pay and its influencing factors , and as a basis for production and management to ensure the sustainable development of organic tea industry . The main research method is the use of internationally accepted hypothetical contingent valuation method ( CVM ) to study consumers ' the organic tea willingness to pay , and the adoption of the open method according to the characteristics of tea consumption to guide consumers ' willingness to pay . In this study, due to the limitations of time and effort , according to the characteristics of each city in Fujian Province , comprehensive consideration of various factors selected Fuzhou investigators face-to-face interviews , questionnaire survey , a total of 256 valid questionnaires . The results show that the same quality of 200 yuan / kg conventional tea , the consumers are willing to pay an average of 338.52 yuan / kg price to buy organic tea , its price overflow of 69.26% ; the same quality 400 yuan / kg conventional tea consumption are willing to pay an average of 616.76 yuan / kg price to buy organic tea , its price overflow 54.38% ; same quality $ 1,000 / kg conventional tea , consumers are willing to pay an average of 1,394.16 yuan / kg price to buy organic tea , price overflows 39.42% . In addition , this article also affect consumers ' willingness to pay influencing factors were analyzed.
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