Consumer Preferences in Sustainable Rice Production Systems
Summary
Consumer choices in rice markets are increasingly shaped by concerns over environmental impact, social responsibility and food safety. Sustainable rice production systems seek to minimise greenhouse‐gas emissions, reduce water and chemical inputs, conserve biodiversity and safeguard farmer livelihoods. Consumers respond to visible indicators of these practices through certification labels, traceability information and product attributes such as taste, grain quality and origin. Studies reveal that consumers value both intrinsic qualities (aroma, texture and appearance) and extrinsic cues (certified sustainability labels, brand reputation and provenance). Willingness to pay a premium for sustainably produced rice varies across regions and demographic segments, reflecting differences in awareness, income and cultural contexts. Effective communication of sustainability benefits and transparent labelling are critical to bridge the gap between consumer intention and purchasing behaviour. By aligning breeding priorities, production protocols and marketing strategies with consumer preferences, actors across the rice value chain can foster more resilient and inclusive markets while advancing environmental goals.
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Consumer Preferences in Sustainable Rice Production Systems publication trend
The graph below shows the total number of articles in consumer preferences in sustainable rice production systems across all publications each year (not limited to Nature Index journals).
Technical terms
Willingness to pay: The maximum price a consumer is prepared to pay for a product, reflecting its perceived value.
Sustainable Rice Platform (SRP): An international standard comprising environmental, social and economic criteria for rice production, enforced through certification.
Price premium: The additional amount consumers pay above the market price for products with desirable attributes, such as sustainability certification.
Choice experiment: A survey method that presents respondents with hypothetical product options differing in attributes to infer preference structures and trade‐offs.
Experimental auction: A market simulation in which participants bid for products under controlled conditions to reveal true valuation and demand.
References
- Consumer preferences and valuation for sustainably produced rice in Ghana. Environment, Development and Sustainability (2025).
- The influence of climate change knowledge on consumer valuation of sustainably produced rice in Vietnam. Sustainable Production and Consumption (2022).
- What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam. Food Policy (2018).
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