Study On Consumers' Attribute Preference And Willingness To Pay For Pork

Pork industry plays an important role in livestock farming.In China,a long agricultural civilization and food culture make Chinese people form a special preference for pork,and also make China become the biggest country of pig breeding and pork consumption in the world.But in recent years,negative events happened frequently in pork industry,with particular relevance with quality and safety,and environmental pollution.Considering the opportunities and challenges of the pork industry development,some scholars pointed out that the pork industry would turn to the direction of sustainable supply chain management.The pork sustainable supply chain is a modern model which has comprehensive consideration of resource utilization efficiency and environmental impact in the whole supply chain,and it has special contents in product quality safety,marketing strategy,environmental behavior and so on.At present,some developed European countries and USA have adapted it model and made remarkable achievements,but the construction of pork sustainable supply chain in China is still in its infancy.In general,the power that pork producers implement sustainable supply chain comes from three aspects,government behavior,technological progress and market driven.The implementation of sustainable supply chain will increase some cost.As the driven factor in the supply chain,it is important to know consumers' attribute preference to pork and whether consumers are willing to pay higher price for pork products under sustainable supply chain.By taking the consumer as the main research unit and being based on perspective of sustainable supply chain,this research mainly include the following three aspects.Firstly,consumers' attribute preference and its influencing factors are analyzed.Consumers'preference to pork attributes are examined by using index on integrative evaluating for purchase or no-purchase reason(IIE)while the influencing factors of pork attributes are estimated by using multinomial logit model.Secondly,consumers' willingness to pay for pork products under sustainable supply chain are studied.Inform consumers' knowledge and trust to it and then use the contingent valuation method(CVM)to estimate consumers'willingness to pay,use the logistic model to carry out the quantitative analysis of the influence factors of willingness to pay.Thirdly,the relationship between sustainable supply chain and consumer behaviors is discussed.Analyze the relationship between sustainable supply chain and consumers'attribute preference,also influence between sustainable supply chain and consumer behaviors.The main conclusions of this research are the following four aspects:Firstly,the construction of pork sustainable supply chain in China is still in the initial stage,international experience are need to learn;Secondly,what consumers prefer most are the search attribute,food safety value attribute and ecological value attribute "reduce agricultural environmental pollution",influenced by internal and external causes;Thirdly,consumers have certain awareness of sustainable supply chain and have high trust degree of sustainable supply chain after the information reinforcement.Also,consumers have high willingness to pay for the pork product under sustainable supply chain;Fourthly,sustainable supply chain and consumers' behavior have two-way interaction relation.According to the research results,some advices could be drawn:Strengthen the construction of pork sustainable supply chain with reference of other countries,also promote the development of pork industry in our country;Establish the information dissemination mechanism of pork sustainable supply chain and its products;Form differentiated products and different marketing modes to different consumer groups.