Analysis of consumer demand for traceable pork in China based on a real choice experiment
Abstract
Purpose
The purpose of this paper is to reveal the actual consumer demand for traceable pork by investigating consumer preferences for pork with combined levels of traceability information based on differences in individual consumer preferences, in order to support the government in decision making regarding the gradual construction of safe food markets.
Design/methodology/approach
Combinations of four types of traceability information, including farming, slaughter and processing, distribution and sales, and government certification, with price were randomly designed. To identify consumer preferences for these attribute combinations of traceable pork, 215 consumers in Wuxi, Jiangsu Province were investigated using a real choice experiment and the mixed logit model.
Findings
Significant heterogeneity was observed in consumer preferences for traceable pork. The information of farming, slaughter and processing, distribution and marketing, and government certification could significantly improve consumer utility. Moreover, consumers had the highest preference for government certification information.
Originality/value
Although numerous studies have been performed on consumer preferences for food safety attributes using a real choice experiment, almost none of them focus on Chinese consumers. Therefore, this study is an attempt to fill this gap. The conclusions of this study can serve as a reference for the Chinese government in developing safe food consumption policies. Although Chinese consumers have cried out for improvement of pork safety, they have different preferences for traceability information; thus, the government must promote traceable food step-by-step, using consumer preferences as a starting point.
Keywords
Acknowledgements
This paper was supported by Study of multiple simulation experiment on traceable food consumption policy based on consumer preferences: the case of pork, a project of the National Natural Science Foundation of China (Project Approval No. 71273117), and Study of food safety consumption policy in China, a project of National Soft Science (Project Approval No. 2013GXQ4B158), and Central University Basic Research Funds (Project Approval No. JUSRP51325A and JUSRP51416B), and Study of food safety consumption policy: the case of traceable pork, a project of the six top talents in Jiangsu Province (Project Approval No. 2012-JY-002), and Research on Chinese food safety risk control, a project of college innovation team of Jiangsu Province social science (Project Approval No. 2013-011).
Citation
Wu, L., Wang, H. and Zhu, D. (2015), "Analysis of consumer demand for traceable pork in China based on a real choice experiment", China Agricultural Economic Review, Vol. 7 No. 2, pp. 303-321. https://doi.org/10.1108/CAER-11-2013-0153
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited