{"title":"平衡保护与商业:一个关于信息如何影响人们购买中国大熊猫国家公园蜂蜜意愿的案例研究","authors":"Dong Yan , Ben Ma , Jie Tang , Fangyuan Li","doi":"10.1016/j.jnc.2025.127053","DOIUrl":null,"url":null,"abstract":"<div><div>Enhancing the value of agricultural products from protected areas has emerged as a key strategy for supporting local communities while balancing conservation and economic development. This study investigates how different types of information influence consumers’ willingness to pay (WTP) for products certified by national parks. Using honey from China’s Giant Panda National Park as a case study, we conducted a field experiment with Beijing residents to examine how messaging focused on biodiversity conservation, rural community support, or a combination of both impacted their WTP for the product. The results reveal that messages emphasizing biodiversity conservation significantly increase consumers’ WTP, whereas messages highlighting rural community support do not have a similar effect. Furthermore, combining both types of messages does not yield additional benefits, potentially due to information overload or reduced message clarity. These findings underscore the importance of clear and targeted messaging in motivating consumers to support eco-friendly products and provide actionable insights for fostering conservation-oriented markets.</div></div>","PeriodicalId":54898,"journal":{"name":"Journal for Nature Conservation","volume":"88 ","pages":"Article 127053"},"PeriodicalIF":2.5000,"publicationDate":"2025-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Balancing conservation and commerce: a case study of how information shapes willingness to pay for honey from China’s Giant Panda National Park\",\"authors\":\"Dong Yan , Ben Ma , Jie Tang , Fangyuan Li\",\"doi\":\"10.1016/j.jnc.2025.127053\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>Enhancing the value of agricultural products from protected areas has emerged as a key strategy for supporting local communities while balancing conservation and economic development. This study investigates how different types of information influence consumers’ willingness to pay (WTP) for products certified by national parks. Using honey from China’s Giant Panda National Park as a case study, we conducted a field experiment with Beijing residents to examine how messaging focused on biodiversity conservation, rural community support, or a combination of both impacted their WTP for the product. The results reveal that messages emphasizing biodiversity conservation significantly increase consumers’ WTP, whereas messages highlighting rural community support do not have a similar effect. Furthermore, combining both types of messages does not yield additional benefits, potentially due to information overload or reduced message clarity. These findings underscore the importance of clear and targeted messaging in motivating consumers to support eco-friendly products and provide actionable insights for fostering conservation-oriented markets.</div></div>\",\"PeriodicalId\":54898,\"journal\":{\"name\":\"Journal for Nature Conservation\",\"volume\":\"88 \",\"pages\":\"Article 127053\"},\"PeriodicalIF\":2.5000,\"publicationDate\":\"2025-08-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal for Nature Conservation\",\"FirstCategoryId\":\"93\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S1617138125002304\",\"RegionNum\":3,\"RegionCategory\":\"环境科学与生态学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BIODIVERSITY CONSERVATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal for Nature Conservation","FirstCategoryId":"93","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1617138125002304","RegionNum":3,"RegionCategory":"环境科学与生态学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BIODIVERSITY CONSERVATION","Score":null,"Total":0}
Balancing conservation and commerce: a case study of how information shapes willingness to pay for honey from China’s Giant Panda National Park
Enhancing the value of agricultural products from protected areas has emerged as a key strategy for supporting local communities while balancing conservation and economic development. This study investigates how different types of information influence consumers’ willingness to pay (WTP) for products certified by national parks. Using honey from China’s Giant Panda National Park as a case study, we conducted a field experiment with Beijing residents to examine how messaging focused on biodiversity conservation, rural community support, or a combination of both impacted their WTP for the product. The results reveal that messages emphasizing biodiversity conservation significantly increase consumers’ WTP, whereas messages highlighting rural community support do not have a similar effect. Furthermore, combining both types of messages does not yield additional benefits, potentially due to information overload or reduced message clarity. These findings underscore the importance of clear and targeted messaging in motivating consumers to support eco-friendly products and provide actionable insights for fostering conservation-oriented markets.
期刊介绍:
The Journal for Nature Conservation addresses concepts, methods and techniques for nature conservation. This international and interdisciplinary journal encourages collaboration between scientists and practitioners, including the integration of biodiversity issues with social and economic concepts. Therefore, conceptual, technical and methodological papers, as well as reviews, research papers, and short communications are welcomed from a wide range of disciplines, including theoretical ecology, landscape ecology, restoration ecology, ecological modelling, and others, provided that there is a clear connection and immediate relevance to nature conservation.
Manuscripts without any immediate conservation context, such as inventories, distribution modelling, genetic studies, animal behaviour, plant physiology, will not be considered for this journal; though such data may be useful for conservationists and managers in the future, this is outside of the current scope of the journal.