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Traceability System of Dairy Products and Its Impacts on Consumer Behavior in China: An Application of Multinominal Logit Model

In: Agricultural Innovation in Asia

Author

Listed:
  • Hui Zhou

    (Chinese Academy of Agricultural Sciences)

  • Teruaki Nanseki

    (Kyushu University)

Abstract

With the rapid development of the dairy industry and some food safety problems happened in China, the traceability system plays a crucial role in in strengthening the supervision of dairy products safety and protecting the consumers’ rights. Using a structured questionnaire in face-to-face interview, the traceability system of dairy products and its impact on consumer behavior was discussed in this chapter. The Choice Modeling (CM) technique was applied in identifying which attributes were significant determinants of the consumers place on the traceability system, and the Multinominal Logit Model was used to analyze the data. The results informed that the consumers have a higher Willingness to Pay (WTP) on information with pictures than only information. Noticeably, consumers are concerned on the use of animal medicine especially on antibiotic record, and the antibiotic usage had the highest Marginal Willingness to Pay (MWTP) 3.69RMB relative to other attributes. Moreover, as for the socio-economic characteristics of consumers, the age, education and income revealed positive impacts on WTP.

Suggested Citation

  • Hui Zhou & Teruaki Nanseki, 2023. "Traceability System of Dairy Products and Its Impacts on Consumer Behavior in China: An Application of Multinominal Logit Model," Springer Books, in: Teruaki Nanseki (ed.), Agricultural Innovation in Asia, chapter 0, pages 149-157, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-9086-1_9
    DOI: 10.1007/978-981-19-9086-1_9
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