Consumers' willingness to Pay Premium for Carbon-labelled Agricultural Products—An Empirical Analysis Based on CVM

As the global climate crisis continues to intensify, countries have advocated low-carbon development and sustainable development. As a tool to measure carbon emis-sions quantitatively, carbon label will bring huge economic and social benefits if it is applied to the agricultural products market with huge carbon emissions. This paper takes the Shine Muscat with carbon labels as an example to explore the relevant fac-tors that affect consumers' willingness to pay for it. Through the analysis of the Con-ditional Valuation Method (CVM) and Logit model, the value evaluation of consum-ers for the Shine Muscat with carbon labels can be found, then we can obtain con-sumers' willingness to pay a premium. The empirical results show that the price of ag-ricultural products with carbon labels and consumers' cognition of carbon labels have significant effects on their willingness to pay. On average, consumers are willing to pay 21.33 yuan (the initial price is 18 yuan) for carbon-labelled agricultural products, and their willingness to pay a premium is 3.33 yuan, with a price increase of 18.5%. Finally, based on the problems found in the empirical study, this paper puts forward corresponding suggestions for the agricultural market, the government and consumers, which is conducive to further promoting the development of carbon label certification system and low-carbon agricultural products market.