Environmental Behavior Spillover or Public Information Induction: Consumers’ Intention to Pay a Premium for Rice Grown with Green Manure as Crop Fertilizer

Nowadays, there is a growing interest in pro-environmental foods produced by pro-environmental practices. However, consumers’ payment motivations towards such foods are currently poorly understood. This manuscript provided a critical investigation of Chinese consumers’ intention to pay a premium (ITPP) for rice grown with green manure as crop fertilizer (GMR). One focus was the establishment of an explanatory structural research framework that...