The Research On The Basis Of Experimental Economics Studied Consumer's Willingness And Purchase Behavior To Pay For The Food With Traceable Attribute

The essence of food safety problem is asymmetric information.As one of the tools that can fundamentally prevent food safety risks,food traceability system has not achieved the expected results in our country.With the transformation of China's major contradictions,people's demand for food quality and safety also increasing.It is imminent to build a food traceability system which suitable for our country.By comparing with normal food,producing traceable food with the information of quality safety will incur higher cost,therefore,this kind of food will have higher price.Customer who will be benefitted from better quality of food safety should pay the extra producing cost of traceable food.Because,Companies would produce the traceable food only when customers actively buy it.As a pre-warning attribute,the origin attribute is more important than the after-traceable attribute for consumers.In this paper,apples with the origin attribute in 6 cities across the country were investigated.The survey was conducted through the combination of the real-choice experiment and the BDM mechanism auction experiment to measure consumers' true willingness to pay.In addition,the relevant factors that truly affect consumers' willingness to buy were generated in terms of the comparison between consumers' buying willingness and their consumption behaviors.The conclusion of this paper illustrates that consumers with higher average monthly household income have the higher probability of purchasing;there would be high purchase rate of apples with origin when customers know the traceable food,because food traceability system can effectively guarantee the food safety,therefore,these customers know the importance of food traceability system,they are willing to pay a higher price.In the relevant certification signs,the most trusted certification sign for consumers is the government certification sign.Customers have the highest willingness to buy apples with the origin attribute with the government certification sign.