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Consumer Preference and Demand for Traceable Food Attributes: A Choice-based Conjoint Analysis

Author

Listed:
  • Lu, Jiao
  • Wu, Linhai
  • Wang, Shuxian
  • Xu, Lingling
Abstract
The China market for traceable food has developed gradually over the past decade. This study surveyed 1380 consumers in seven pilot cities designated by the Chinese Ministry of Commerce for the construction of a meat and vegetable circulation traceability system. A choice-based conjoint analysis and multinomial logit model were used to study consumer preferences and demand for traceable pork attributes. The results demonstrated that certification of traceable information was the most important characteristic, followed by appearance and traceable information. Significant heterogeneity was observed in consumer preferences for the attributes of traceable pork. Consumers’ preferences for traceable attributes were significantly influenced by age, income level, and education level. Based on these results, we suggest that the government should strengthen the promotion of scientific knowledge regarding traceability systems, and encourage and support the production of traceable food with different traceability levels and different certification types. Moreover, the development of food traceability systems should be combined with a labeling system for quality certification.

Suggested Citation

  • Lu, Jiao & Wu, Linhai & Wang, Shuxian & Xu, Lingling, 2016. "Consumer Preference and Demand for Traceable Food Attributes: A Choice-based Conjoint Analysis," 90th Annual Conference, April 4-6, 2016, Warwick University, Coventry, UK 236346, Agricultural Economics Society.
    • Handle: RePEc:ags:aesc16:236346
    DOI: 10.22004/ag.econ.236346
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    File URL: https://ageconsearch.umn.edu/record/236346/files/Jiao_Lu_Consumer%20Preference%20and%20Demand%20for%20Traceable%20Food%20Attributes%20A%20Choice-based%20Conjoint%20Analysis.pdf
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    Cited by:

    1. Adrián Csordás & István Füzesi, 2023. "The Impact of Technophobia on Vertical Farms," Sustainability, MDPI, vol. 15(9), pages 1-17, May.
    2. Veronica Marozzo & Alessandra Costa & Tindara Abbate, 2024. "The relationship between the perceived product sustainability of organic food and willingness to buy: a parallel mediation effect of product traceability and consumers’ environmental concerns," Italian Journal of Marketing, Springer, vol. 2024(4), pages 375-393, December.
    3. Lingling Xu & Xixi Yang & Linhai Wu & Xiujuan Chen & Lu Chen & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Food with Information on Animal Welfare, Lean Meat Essence Detection, and Traceability," IJERPH, MDPI, vol. 16(19), pages 1-22, September.
    4. Arif Yustian Maulana Noor & Hery Toiba & Budi Setiawan & Abdul Wahib Muhaimin & Adhitya Marendra Kiloes, 2022. "The application of choice experiments in a study on consumer preference for agri-food products: A literature review," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 68(5), pages 189-197.
    5. Bo Hou & Linhai Wu & Xiujuan Chen & Dian Zhu & Ruiyao Ying & Fu-Sheng Tsai, 2019. "Consumers’ Willingness to Pay for Foods with Traceability Information: Ex-Ante Quality Assurance or Ex-Post Traceability?," Sustainability, MDPI, vol. 11(5), pages 1-14, March.
    6. Lijing Zhu, 2017. "Economic Analysis of a Traceability System for a Two-Level Perishable Food Supply Chain," Sustainability, MDPI, vol. 9(5), pages 1-16, April.

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    Keywords

    Agricultural and Food Policy; Consumer/Household Economics;

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