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Using a face-to-face consumer survey in six cities across China to obtain stated-preference data from a choice experiment, this paper examines consumers’ preferences and willingness-to-pay for Fuji apple products’ food traceability, certification and region of origin claims attributes. The results show that consumers are willing to pay a positive premium for food traceable attributes. The paper finds strong complementary effects between food traceable attributes. Besides, substitution and complementary effects between attributes vary over the sample cities. In addition, there is less overlap in the value of certain food attributes in some cities. These findings provide insights into the marketing management strategies.

What we can learn from the interactions of food traceable attributes? a case study of Fuji apple products in China