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Consumer preference for infant milk‐based formula with select food safety information attributes: Evidence from a choice experiment in China

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  • Shijiu Yin
  • Shanshan Lv
  • Yusheng Chen
  • Linhai Wu
  • Mo Chen
  • Jiang Yan
Abstract
The melamine milk powder incident in China undermined consumers’ confidence in dairy products including infant milk‐based formula (IMF). In this study, three quality IMF product attributes are considered in a choice experiment survey in China including organic label, traceability information, and country of origin (COO). Results reveal that consumers have the highest willingness to pay (WTP) for an organic label from the United States. Traceability information regarding milk production was preferred the most. Consumers prefer IMF originated from the United States and New Zealand over China. Consumer heterogeneity was revealed through a latent class model. Compared to price‐sensitive consumers, certification‐inclined consumers had significantly higher WTP for organic labels. Origin‐preferred consumers displayed higher WTP for IMF produced in the United States and New Zealand, and concerned consumers had higher WTP for all food safety informational attributes. The conclusions of this paper should not only aid Chinese domestic producers and policy makers, they should also provide references for organic certification bodies and dairy enterprises from around the world for their business decision making.

Suggested Citation

  • Shijiu Yin & Shanshan Lv & Yusheng Chen & Linhai Wu & Mo Chen & Jiang Yan, 2018. "Consumer preference for infant milk‐based formula with select food safety information attributes: Evidence from a choice experiment in China," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(4), pages 557-569, December.
    • Handle: RePEc:bla:canjag:v:66:y:2018:i:4:p:557-569
    DOI: 10.1111/cjag.12183
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    2. Lin Bai & Zhanguo Zhu & Tong Zhang, 2021. "How to Improve Food Quality in the Domestic Market: The Role of “Same Line Same Standard Same Quality”—Evidence from a Consumer Choice Experiment in China," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    3. Sven Anders & Wuyang Hu, 2018. "Introduction to the special issue on food consumption and marketing in Canada, the United States, and China: An intertwined system," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(4), pages 537-538, December.
    4. Yu-Hui Chen & Kai-Han Qiu & Kang Ernest Liu & Chun-Yuan Chiang, 2020. "Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    5. Andrea Marchini & Chiara Riganelli & Francesco Diotallevi & Bianca Polenzani, 2021. "Label information and consumer behaviour: evidence on drinking milk sector," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-24, December.
    6. Shi, Longzhong & Chen, Xuan & Chen, Bo & Qiu, Jingran & Li, Li, 2021. "Assessing Consumers’ Willingness to Pay for Covid-19-tested Food Labels," 2021 ASAE 10th International Conference (Virtual), January 11-13, Beijing, China 329403, Asian Society of Agricultural Economists (ASAE).
    7. Zhu, Zhanguo & Zhang, Tong & Hu, Wuyang, 2023. "The accumulation and substitution effects of multi-nation certified organic and protected eco-origin food labels in China," Ecological Economics, Elsevier, vol. 203(C).
    8. Eunice Adu Donkor & Emmanuel Donkor & Enoch Owusu-Sekyere & Victor Owusu, 2020. "The Development and Promotion of Sweet Potato Yoghurt in Ghana: Implications for Sustainable Production and Consumption Policies," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    9. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.

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