Recently, the thesis of Ambient Temperature and Food Behavior of Consumer: A Case Study of China, which was jointly published by Zhang Chen, a doctoral student of the Center and Professor Liao Hua, was published in Weather, Climate and Society (wcas) sponsored by the American Meteorological Society.

   The impact of climate change or weather change on social economy is all-round, including the impact on consumers' micro behavior and decision-making. This paper uses each meal record data of a university student's campus card (meal card) in Beijing, matches the daily weather and air quality, reveals the impact of temperature change on College Students' dining behavior, and explores the impact of temperature change on students' willingness to pay for takeout.

   The results show that there is a linear relationship between temperature and personal dining expenditure under the control of other factors. On average, when the temperature rises by 1 ℃, the personal expenditure per meal decreases by about 0.11%. Girls are more sensitive to temperature changes. The influence of temperature on the willingness to sell is U-shaped. After a series of robustness tests, the above basic conclusions remain unchanged. Extreme temperatures (high and low temperatures) will reduce the utility level of consumers. When the average daily temperature rises from 30 ℃ to 32 ℃, students will actively reduce outdoor activities, and their average willingness to pay is about 2.1 yuan. The results can provide a reference for consumer behavior modeling in comprehensive assessment of climate change.

Fig.1 Relationship between temperature and dining consumption expenditure

Fig. 2 Effect of temperature on takeout consumption tendency of consumers

Fig. 3 Effect of temperature on takeout consumption tendency of different groups

Original link: https://doi.org/10.1175/WCAS-D-20-0161.1

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