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Chinese consumers’ preferences and willingness to pay for traceable food quality and safety attributes: The case of pork

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  • Wu, Linhai
  • Wang, Shuxian
  • Zhu, Dian
  • Hu, Wuyang
  • Wang, Hongsha

Abstract

A survey was conducted among 1489 consumers in seven pilot cities designated by the Chinese Ministry of Commerce for constructing a meat circulation traceability system.This study set four attributes for pork: traceability information, quality certification, appearance, and price. The preferences and willingness to pay (WTP) of consumers for traceability information, quality certification, appearance attributes, and influencing factors were investigated using choice experiments. According to results from both mixed logit and latent class models, quality certification was the most important characteristic, followed by appearance, and traceability information. “Government certification,” “very fresh-looking,” and “traceability information covering farming, slaughter and processing, circulation and marketing” were the most preferred levels of quality certification, appearance, and traceability information, respectively. Significant heterogeneity was observed in the consumer preferences for these attributes. The preferences and WTP of consumers for traceability information and quality certification were significantly influenced by age, monthly family income, and education level.

Suggested Citation

  • Wu, Linhai & Wang, Shuxian & Zhu, Dian & Hu, Wuyang & Wang, Hongsha, 2015. "Chinese consumers’ preferences and willingness to pay for traceable food quality and safety attributes: The case of pork," China Economic Review, Elsevier, vol. 35(C), pages 121-136.
  • Handle: RePEc:eee:chieco:v:35:y:2015:i:c:p:121-136
    DOI: 10.1016/j.chieco.2015.07.001
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    References listed on IDEAS

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    1. My, Nguyen H.D. & Demont, Matty & Van Loo, Ellen J. & de Guia, Annalyn & Rutsaert, Pieter & Tuan, Tran Huu & Verbeke, Wim, 2018. "What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam," Food Policy, Elsevier, vol. 79(C), pages 283-296.
    2. Zhou, Li & Turvey, Calum G. & Hu, Wuyang & Ying, Ruiyao, 2016. "Fear and trust: How risk perceptions of avian influenza affect Chinese consumers’ demand for chicken," China Economic Review, Elsevier, vol. 40(C), pages 91-104.
    3. Chen, Xiujuan & Wu, Linhai & Pan, Yu & Siu, Kin Wai Michael & Gong, Xiaoru & Zhu, Dian, 2018. "Consumer Acceptance of an Agricultural Products Traceability System: Evidence from China," 2018 Annual Meeting, August 5-7, Washington, D.C. 273896, Agricultural and Applied Economics Association.
    4. Bo Hou & Linhai Wu & Xiujuan Chen & Dian Zhu & Ruiyao Ying & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?," Sustainability, MDPI, Open Access Journal, vol. 11(5), pages 1-14, March.
    5. Yang, Shang-Ho & Souza Monteiro, Diogo, 2016. "What’s in a Price? The Impact of Starting Point Bias in WTP for Information in Taiwanese Wet Markets," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235766, Agricultural and Applied Economics Association.

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