Globalisation issues and consumers' purchase decisions for food products: evidence from a laboratory experiment
通过实验室实验，研究全球化信息（如产品来源、跨国公司策略）如何影响消费者对食品的支付意愿，并发现负面信息的影响可被正面信息逆转，地理标志和公平贸易标签能增加消费者剩余。
A laboratory experiment is conducted to evaluate the impact of globalisation on consumers' willingness to pay (WTP) for food products. Successive messages on the products' origin and the multinational firm's strategy are delivered to participants. Interestingly, the significant decrease in WTP resulting from negative messages about foreign sourcing and the closure of processing facilities is reversed after the revelation of positive information linked to the multinational firm's new products/services and investments made in the domestic country. The experiment also studies the effects of two labels (geographic indication and fair trade). The introduction of labels increases the consumer surplus. , Oxford University Press.