Revitalize Traditional Agriculture: Chinese Consumer Perception and Preference of “Modern” Organic and Sustainable Traditional Rice Products

Many smallholder farmers in developing countries have used sustainable traditional agricultural techniques to ensure food safety and sustainability over the centuries. However, value of products, especially as an inexpensive substitution for “modern” organic products countries, is rarely studied. Using contingent valuation method, we compared Chinese consumers’ perceptions preferences products. Our results show that agriculture can signal environment-friendly practices safety, consumer willingness pay higher than those Considering high demand revitalizing may be a good way balance feasibility countries.