Consumers' Willingness to Pay for Traceable Pork and Its Influencing Factors:A Case Study of Consumers in Shanghai and Jinan

Meng Xiaofang;Liu Zengjin;Fan Tingting;Shanghai Garden (Group) Co., Ltd.;Information Research Institute of Science and Technology,Shanghai Academy of Agricultural Sciences;Institute of Agricultural Product Quality Standards and Testing Technology, Shanghai Academy of Agricultural Sciences;

origin information;;willingness to pay;;traceable pork;;consumer;;food traceability system

Based on the consumer survey data of Shanghai and Jinan, taking the pork product as an example,the binary Logit model was used to study the consumers' willingness to pay for the traceable pork with the origin information and its influencing factors. The results show that consumers have low awareness of"traceable food"or"food traceability system". After information enhancement, most respondents believe that compared with ordinary pork, traceable pork is more helpful to protect the legitimate interests of consumers and enhance the corporate reputation. From the results of the model, it can be seen that the four variables, such as family support, bid price, monthly income per capita, and elder members of the family, significantly affect consumers' willingness to pay for traceable pork. It is suggested that publicity of traceable pork should be strengthened to raise the awareness of traceability and improve the establishment of the origin file, the supervision mechanism should be enhanced, and the additional cost-sharing mechanism of the government,consumers, and producers and operators should be formed, thus to provide an objective basis for the decisionmaking of government and enterprises.