Empiricalresearch Of Consumers’ Willingness To Pay For Pork Safety

To maintain and improve the level of health is the basic requirementof human beings in their process of development. However, foodpoisoning incidents have occurred from time to time in China. As people’income increases, the demand for food is no longer confined to the basicneeds, the nutrition and safety of food have attracted more and moreattention. This demand of consumers in China has not converted to realpurchasing power, so the research on consumers’ willingness to pay forfood safety is of great theoretical and practical significance for thedevelopment of the market as a whole.In order to simplify research, this paper takes pork as an object ofstudy. China is the largest producer and consumer of pork because pork isone of the main foods for residents. Food safety issues are closely relatedto people’s life. In recent years, China has frequently appeared withpork-related food safety issues which attract more and more attention.First, this paper combed related academic literature to determine theobject and basic idea basically. Second, provide scientific and cleartheoretical basis by analyzing three theories including informationasymmetry, contingent valuation method and theory of planned behavior.Finally, use Logit regression model to analyze relationships betweenconsumers’ purchasing behaviors and factors selected. At last, calculateconsumer’s willingness to pay.The empirical results show that (1) consumers’ willingness to pay fororganic pork and traceable pork is7.76,4.71Yuan respectively, which means people want to pay77.6%more for organic pork and47.1%morefor traceable pork when usually pork’s unit price is10Yuan.(2)Consumers’ subjective knowledge, trust degree for government agencies,belief about whether pesticide is hazardous to health influence obviouslyconsumers’ purchasing behavior.