A Study Of Consumers Demand For Traceable Food With Different Safety Information And The Influencing Factors

Food safety, an issue which concerns to people’s health and social stability, plays afundamental role in harmonious society construction. Our country is in complicated transitionnow, due to many complicated reasons, food safety accident happens from time to time andattracts attention from all walks of life. Food traceability system provides consumers withquality safety information, such as place of origin and processing flow, by forming aformidable and continuous information flow on supply chain. This system also carriesfunctions such as monitoring food production process and food flow, identifing food safetyproblem and recalling problematic food. It has become a vital tool for food supply chainssubjects to exchange information and can prevent food safety risk. In the NPC&CPPCC of2013, many proposals concerned the construction of Food traceability system, however, in ourcountry its development faces many problems. One of the main reason is the lack ofconsumers’ need. Consumers are the consume subject of traceable food and beneficiary offood safety improvements, so it is quite important to study consumer behavior in foodtraceability system. Although food traceability system is helpful for consumers to recognizefood safety risk, due to income budget and Preference Heterogeneity, consumers’ preferencefor traceable food in different safety information level is different. In that case, this paperchoose traceable pork (pork is one of the most needed food in China) as study subject, takes765consumers in Weifang, Shandong as example and constructs traceable pork bundles ofdifferent safety level of culturing, slaughtering, cold storage, transporting and selling in orderto detect consumers demand for traceable food with different safety information andinfluencing factors.By using Contingent Valuation Method (CVM)：Payment Card Method, also creativelyby using Ordinal Logistic and Marginal Effect Analysis, we have studied consumers’willingness to pay for4kinds of traceable pork with different safety information, also filledthe domestic blank. Research suggests that consumers have strong willingness to pay fortraceable pork, their concerns on food safety, recognition of traceable food, focuses on porktraceable label, having a pregnant family or not, influence by “Shuanghui ClenbnterolHydrochloride” accident or not are the main factors significantly affecting their preference fortraceable pork. Marginal Effect study of estimate parameters shows, consumers prefertraceable pork which has culturing and slaughtering information. High-income consumersprefer traceable pork which has culturing, slaughtering and processing information. Incomelevel is a major factor which influences consumer choices on traceable pork of different level.Thus, the market should provide different levels of traceable pork. This essay verifies theresearches conducted worldwide in this field has an universal applicability in China. Meanwhile, it bears a significant referential meaning for the gradual improvement of China’straceably food market construction.