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The Chinese government has always promoted the pork traceability system; however, expensive traceable pork of limited variety containing single‐level safety information cannot meet the differentiated consumer demand of the Chinese market. A survey was conducted of 2,080 consumers in five cities distributed in east, south, southwest, northeast, and central China, in which traceable pork hindquarter...
Using data collected from a survey conducted in Jiangsu Province, China, we study consumer perceptions of and attitudes toward food traceability systems (FTS). Through econometric analysis, we examine the main factors that influence the willingness of consumers to pay a price premium for certified traceable food, as well as the actual premium these consumers are willing to bear. Our results indicate that an overwhelming majority of consumers in China are concerned about food safety, but consumers’ willingness to pay (WTP) a price premium for certified traceable food is limited. Income, education, perception of and attitudes toward FTS, as well as the degree of concern over food safety, have significant effects on the consumer's WTP a price premium for certified traceable food. However, the effects of these factors on the actual premium a consumer is willing to pay are quite different. Conditioned on the consumer being willing to pay a positive price premium, income level and the degree of concern over food safety are the only two factors that have significant effects on the actual premium consumers are willing to pay....
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