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

作者：Zheng, Shi; Xu, Pei; Wang, Zhigang^*; Song, Shunfeng

来源：China Agricultural Economic Review, 2012, 4(2): 200-215.

DOI：10.1108/17561371211224782

• China
• Consumer behaviour
• Meat
• Prices
• Agribusiness
• Pork
• Traceable food
• Tracking

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.

• 出版日期2012
• 单位浙江大学; 中国人民大学