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Consumers’ valuation for food traceability in China: Does trust matter?

Author

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  • Liu, Ruifeng
  • Gao, Zhifeng
  • Nayga, Rodolfo M.
  • Snell, Heather Arielle
  • Ma, Hengyun

Abstract

Food safety is a very important topic in China. We investigate Chinese consumers’ preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers’ trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers’ trust in government’s supervision of food safety and food labels and consumers’ preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government’s supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China.

Suggested Citation

  • Liu, Ruifeng & Gao, Zhifeng & Nayga, Rodolfo M. & Snell, Heather Arielle & Ma, Hengyun, 2019. "Consumers’ valuation for food traceability in China: Does trust matter?," Food Policy, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:jfpoli:v:88:y:2019:i:c:s0306919219305901
    DOI: 10.1016/j.foodpol.2019.101768
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    More about this item

    Keywords

    Choice experiment; Interaction effects; Fuji apple products; Willingness to pay; Chinese consumer;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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