Research About The Influencing Factors Of Consumers’ Willingness To Pay For HACCP

Since the endless stream of food safety issues happened nowadays, theconsumers generally want a set of comprehensive food safety control system. HACCPis an abbreviation of the Hazard Analysis Critical Control Point. It is an effectivepreventive food safety control system. Now more and more food companies in Chinabegin to adopt and use it. HACCP system can improve the food safety in some degree,but it also makes the food companies add extra cost. This study aims at investigatingthe consumers’ willingness to pay (WTP) for HACCP-certifed food and itsinfluencing factors.We do this research in Tianjin. Through the questionnaire and statistical analysis,we found that56.5%of the respondents are willing to pay extra money forHACCP-certified food, but94.7%of them only want to pay the price premium of lessthan15%. It is clear that the consumer’s willingness to pay is not that high. In order tofind the key factors that affect consumers’ willingness to pay, we use the logisticregression model to study the21possible influencing factors. Finally, four key factorsof WTP are found, including consumers’ education, concern on the price, awarenessof HACCP, and purchase intention.According to the four key factors we found through the model, some suggestionsare put forward. First, it is about the food company. In order to get a good reputationfor HACCP-certified food, the food company should produce high qualityHACCP-certified food and each procedure should be controlled strictly. Besides,reducing costs and launching a big advertising campaign are also important. Second,it is for the government. The government should strengthen supervision and enhancethe effectiveness of the HACCP certification first. And then, select some companiesthat apply the HACCP system successfully as the good examples and publicize theconcept of HACCP to make more people know HACCP. At last, it is for theconsumers. The consumers should increase their awareness of food safety and get abetter knowledge of HACCP and other food safety certification.