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Consumer preferences for pork attributes related to traceability, information certification, and origin labeling: Based on China's Jiangsu Province
Author(s) -
Wu Linhai,
Gong Xiaoru,
Qin Shasha,
Chen Xiujuan,
Zhu Dian,
Hu Wuyang,
Li Qingguang
Publication year - 2017
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/agr.21509
Subject(s) - traceability , certification , business , mixed logit , willingness to pay , food labeling , agriculture , china , logit , marketing , latent class model , logistic regression , agricultural science , economics , econometrics , food science , geography , microeconomics , statistics , mathematics , chemistry , management , archaeology , environmental science
In this study, 110 consumers in Wuxi, China's Jiangsu Province were surveyed for their preferences for traceable pork in a real choice experiment. Using random parameters logit and latent class logit models, results revealed that consumers had the highest willingness to pay (WTP) for government certification of traceability information authenticity. Consumers also had higher WTP for origin labeling compared to uncertified traceability information. Moreover, traceability to slaughter and processing was viewed as a substitute for local farming labeling and complement to non‐local farming labeling. Despite the heterogeneity among consumer groups, all consumers had some positive WTP for the local farming labeling attribute of traceable pork. Therefore, it is beneficial to include origin labeling in the traceable food attribute systems during the initial construction of traceable food markets in China.