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Traceability Information And Willingness To Pay: The Case Of Pork

Author

Listed:
  • JIAO LU

    (School of Management, Shanxi Medical University, No. 56, Xinjian South Road, Taiyuan, Shanxi 030001, P. R. China†Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China)

  • HONGSHA WANG

    (#x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China)

  • LINHAI WU

    (#x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China)

  • XIUJUAN CHEN

    (#x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China)

Abstract

Willingness to pay (WTP) for pork with different traceability information was investigated in 143 consumers in Wuxi, Jiangsu Province, China, using experimental auctions combined with real choice experiments based on incentive compatibility and external validity of non-hypothetical elicitation. The results indicated that participants had the highest WTP for government certification information, attached the greatest importance to farming information and comprehensive traceability information on the whole. Therefore, emphasis of Chinese government should be placed on prevention and regulation of potential safety risks in pig farming. Also, effective transfer of traceability information should be guaranteed through government certification.

Suggested Citation

  • Jiao Lu & Hongsha Wang & Linhai Wu & Xiujuan Chen, 2020. "Traceability Information And Willingness To Pay: The Case Of Pork," The Singapore Economic Review (SER), World Scientific Publishing Co. Pte. Ltd., vol. 65(03), pages 737-754, June.
    • Handle: RePEc:wsi:serxxx:v:65:y:2020:i:03:n:s0217590818500108
    DOI: 10.1142/S0217590818500108
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    Cited by:

    1. Zengjin Liu & Ning Geng & Zhuo Yu, 2022. "Does a Traceability System Help to Regulate Pig Farm Households’ Veterinary Drug Use Behavior? Evidence from Pig Farms in China," IJERPH, MDPI, vol. 19(19), pages 1-17, September.

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