The quality of food, environmental pollution, and ecological health are becoming increasing societal priorities. In line with this, consumers are becoming increasingly concerned about the use of chemicals in the production of foods [1]. China represents a country with a large agricultural sector, with small farmers representing the largest group of primary producers [2]. There was evidence that farmers usually relied on their own experience to judge the use of pesticides and fertilizers in agricultural production. They did not strictly enforce pesticide and fertilizer application standards, and often aimed to maximize yields in the short term, ignoring the risks to the quality of agricultural products and the environment, which led to the widespread problem of excessive chemical inputs [3] and reduced pesticide resistance in target species [4] . Theoretically, if government subsidies or market premiums can compensate for revenue lost through reduction in yield resulting from reduced input use, farmers would have an incentive to reduce chemical inputs such as pesticides [5]. A reduction in inputs through more precise assessment of agronomic requirements would result in higher farmer incomes (through reduced purchase of chemicals and higher market process for products. Consumers would also have access to better-quality food products in line with (some) consumer references, and the negative environmental impacts of excessive pesticide use in agriculture would be reduced, representing a multi-benefit initiative [5].

Apple is China’s largest cash fruit, primarily produced by smallholder farmers [6]. A common problem associated with apple production in China is the overuse of fertilizer and pesticides [7]. Despite being the largest apple producer globally in terms of quantity, China has made a limited contribution to the international market due to failure to meet international food safety standards because of excess chemical residues (data from FAO, 2019). A previous study examined Chinese consumer preferences and willingness to pay (WTP) for improved food safety [8,9,10], where the primary research focus was on understanding consumer preferences for certificates and brands [11]. To date, there has been less consideration of consumer preferences regarding production inputs and ecosystem protection. The excessive use of pesticides and chemical fertilizers may impact the quality and safety of agricultural products, with detrimental impacts on the farmland environment from an ecological perspective [12,13]. Agricultural environmental pollution would further threaten the quality and safety of agricultural products [14,15]. A reduction in the negative impacts of apple (and other supply chain) production may be facilitated by consumer demand for “pro-environment” (“Pro-environment agricultural products” refer to products that are produced using sustainable and environmentally friendly farming practices. This can include organic farming, agroforestry, regenerative agriculture, and other methods that prioritize soil health, biodiversity, and conservation of natural resources [16] (Octavia et al., 2018)) products.

Traceability systems for agricultural products are an effective means of communicating to consumers about the use of pesticides in the agricultural production process, as well as other production information. China established the first national information platform for the traceability management of agricultural quality and safety in 2017 (https://zycpzs.mofcom.gov.cn/html/moveSY/index.html (accessed on 10 February 2023)), with apples being one of the first traced food products in the country. Included among the production attributes being traced are types of fertilizer applied (organic or inorganic (Organic fertilizer refers to natural materials that are used to improve soil fertility and plant growth, without the use of synthetic chemicals or additives. Inorganic fertilizer refers to synthetic or human-made fertilizers that are typically formulated to provide specific ratios of nitrogen, phosphorus, and potassium. Inorganic fertilizers are often produced using nonrenewable resources, such as fossil fuels, and can be harmful to the environment if overused or applied improperly [17])), the picking date of the fruit, and other production details (such as the “bagging” (Farmers use plastic or paper bags to cover apples during their growth to help with appearance. Bagging is also used because farmers perceive it will prevent apples from absorbing too much pesticide. However, even with bags, systemic pesticides or fungicides will still be transported to the fruit tissues) of apples) Other factors related to the supply chain, such as transport, distribution, or storage periods, can also be traced, including in relation to production practices related to environmental impacts. If consumers are willing to pay a premium for apples that use fewer pesticides, use organic fertilizers, and were produced without the use of bags, this would promote environmental protection and ecosystems, and farmers would be willing to reduce the use of pesticides on their apples to meet consumer and environmental health requirements and international food export standards. Increased consumer demand could motivate apple growers to choose safer, environmentally friendly apple-growing methods, which can potentially be sold at higher prices [18].

2. Guiding Principles of Willingness to Pay

3. Factors Influencing Consumer Preference

4. Certification, Traceability, and Their Functions in Chinese Agrifood Supply Chain

5. Growing Fruits and Their Field Requirements