Study on consumers' cognition of and willingness to pay for traceable pork

LI Zongtai;XIAO Hongbo;LI Hua;College of Economics and Management,Beijing University of Agriculture;

Customers' payment level;;traceable pork;;food safety

【objective】In order to improve the effectiveness of the pork traceability system,the paper examines consumers' cognition of and willingness to pay for traceable pork.【Methods】using models of descriptive statistics and multiple choice regression based on the survey data of 762 consumers in Beijing,Shijiazhuang and Qinhuangdao.【Results】The results show that most consumers do not realize that they have purchased traceable pork.The payment premiums for traceable pork in Beijing,Shijiazhuang and Qinhuangdao are CNY2.04,CNY1.45 and CNY1.40 per half kilogram respectively.Factors such as consumers' gender,family income,degree of concern for food safety,degree of cognition and recognition of traceable pork significantly affect consumers' payment level for traceable pork.【conclusion】The government should strengthen the supervision and management of the pork traceability system,ensure the authenticity and reliability of tracing information.Manufacturers and sellers should take corresponding publicity and promotional activities in markets to attract consumers' attention on the tracing system and traceable pork.These measures are good for improving consumers' awareness,trust and willingness to pay for traceable pork.