Research on producers' perception and willing-to-accept of agrofood label in Guangdong cooperatives

Information asymmetry in agrofood market builds barriers for consumers in making rational comsumption decision, and also brings difficulties for the government to trace the subject of liabilities. To ensure the safety of agrofood, the labeling of agrofood market access system was implemented in Guangdong province. Through the field investigation in the agricultural cooperatives of Guangdong province, this paper mainly studied the cooperatives' perception of agrofood label and influential factors of their willing-to-accept (WTA) by using the binary Logistic regression. The results showed that WTA was low due to the less understanding of agrofood label. In addition, founding time, scale, cost, policy support and the perception were the main factors influencing the cooperatives' WTA.