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Willingness to pay for traceable pork: evidence from Beijing, China

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Author Info

  • Shi Zheng
  • Pei Xu
  • Zhigang Wang
  • Shunfeng Song

Abstract

Purpose – The purpose of this paper is to discuss the evolution of the food traceability system in China, examine factors that affect consumers' perception of a food traceability system, and determine their willingness to pay for having the system. Design/methodology/approach – Beijing, one of the largest pork markets in urban China, was chosen and 400 consumers were randomly interviewed using questionnaires and finally a logistic model was employed to analyze consumers' willingness to pay for traceable pork. Findings – The authors found that consumers' perception of pork traceability system is subject to a comparatively low level. Purchasing of traceable pork is affected by gender, self-evaluation of health, awareness of the traceability system, concern about food safety, and the stochastic price willing to pay. Originality/value – The paper is the first to quantify Chinese consumers' valuation for traceable pork and it helps pork producers and marketers understand consumers' willingness to pay a small premium of 4.5?RMB/kg (0.7?USD) for traceable pork. This finding has imperative policy implications that could help the government deal with the high cost associated with the use of a pork traceability system.

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Bibliographic Info

Article provided by Emerald Group Publishing in its journal China Agricultural Economic Review.

Volume (Year): 4 (2012)
Issue (Month): 2 (May)
Pages: 200-215

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Handle: RePEc:eme:caerpp:v:4:y:2012:i:2:p:200-215

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Related research

Keywords: Agribusiness; China; Consumer behaviour; Meat; Pork; Prices; Traceable food; Tracking;

References

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  1. Christophe Charlier & Egizio Valceschini, 2008. "Coordination for traceability in the food chain. A critical appraisal of European regulation," European Journal of Law and Economics, Springer, vol. 25(1), pages 1-15, February.
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  8. Wendy J. Umberger & Dillon M. Feuz & Chris R. Calkins & Karen Killinger-Mann, 2002. "U.S. consumer preference and willingness-to-pay for domestic corn-fed beef versus international grass-fed beef measured through an experimental auction," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 491-504.
  9. Toker Doganoglu & Yair Tauman, 1996. "Network Competition with Reciprocal Proportional Access Charge Rules," Industrial Organization 9611001, EconWPA, revised 14 Nov 1996.
  10. Golan, Elise H. & Krissoff, Barry & Kuchler, Fred & Calvin, Linda & Nelson, Kenneth E. & Price, Gregory K., 2004. "Traceability In The U.S. Food Supply: Economic Theory And Industry Studies," Agricultural Economics Reports 33939, United States Department of Agriculture, Economic Research Service.
  11. Charlier, Christophe, 2005. "Traceability and Labelling of GMOs as a Framework for Risk Management in European Regulation," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24700, European Association of Agricultural Economists.
  12. Boccaletti, Stefano & Nardella, Michele, 2000. "Consumer Willingness To Pay For Pesticide-Free Fresh Fruit And Vegetables In Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 3(03).
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