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


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


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.

Suggested Citation

  • Shi Zheng & Pei Xu & Zhigang Wang & Shunfeng Song, 2012. "Willingness to pay for traceable pork: evidence from Beijing, China," China Agricultural Economic Review, Emerald Group Publishing, vol. 4(2), pages 200-215, May.
  • Handle: RePEc:eme:caerpp:v:4:y:2012:i:2:p:200-215

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    References listed on IDEAS

    1. Jack L. Knetsch & J. A. Sinden, 1984. "Willingness to Pay and Compensation Demanded: Experimental Evidence of an Unexpected Disparity in Measures of Value," The Quarterly Journal of Economics, Oxford University Press, vol. 99(3), pages 507-521.
    2. Toker Doganoglu & Yair Tauman, 1996. "Network Competition with Reciprocal Proportional Access Charge Rules," Industrial Organization 9611001, EconWPA, revised 21 Nov 1996.
    3. Akgungor, Sedef & Miran, Bulent & Abay, Canan, 1999. "Consumer Willingness To Pay For Reduced Pesticide Residues In Tomatoes: The Turkish Case," 1999 Annual meeting, August 8-11, Nashville, TN 21578, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. 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.
    5. 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 (IFAMA), vol. 3(03).
    6. Ward, Ruby A. & Bailey, DeeVon & Jensen, Robert T., 2005. "An American BSE Crisis: Has it affected the Value of Traceability and Country-of-Origin Certifications for US and Canadian Beef?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 8(02).
    7. 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.
    8. 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.
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    10. Lin, William W. & Somwaru, Agapi & Tuan, Francis C. & Huang, Jikun & Bai, Junfei, 2005. "Consumers' Willingness to Pay for Biotech Foods in China," 2005 Annual meeting, July 24-27, Providence, RI 19569, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Zhigang Wang & Huina Yuan & Fred Gale, 2009. "Costs of Adopting a Hazard Analysis Critical Control Point System: Case Study of a Chinese Poultry Processing Firm," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(3), pages 574-588.
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    13. 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.
    14. Christophe Charlier & Egizio Valceschini, 2008. "Coordination for traceability in a food chain. A critical appraisal of the European regulation," Post-Print halshs-00423932, HAL.
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    1. repec:spr:agfoec:v:2:y:2014:i:1:p:1-16 is not listed on IDEAS
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