Measuring Chinese food consumers' preferences for sustainability attributes: The case of the Shanghai yoghurt market

This paper reports on the application of a discrete choice experiment survey designed to measure consumer preferences for sustainability attributes in the Shanghai yogurt market. Our results show that many consumers are willing to pay a premium for sustainability attributes that can play a role in ameliorating the environmental and societal pressures associated with agricultural intensification and production. This suggests that potential opportunities may exist for dairy companies to support developing the role of sustainability attributes in consumer choices as an avenue for product diversification that contributes to profitability as well as sustainability goals.