The Study Of Consumers' Willingness To Pay For Attributes Of Pork Including Traceable Information, Clenbuterol Detection, Animal Welfare

China is the world's largest pork producer and consumer,but Chinese pork quality and safety incidents have frequently exploded.The 2011 Shuanghui Clenbuterol incident triggered national shock.Although the pass rate of pigs clenbuterol sampling has increased annually,2017 3.15 CCTV show exposing the more dangers of the new feed clenbuterol event.Since August 2018,a large-scale African swine fever has occurred in our country.One of the main causes of the disease is the lack of pigs animal welfare,such as feeding pigs with drowning.To ensure the safety of pork,the Ministry of Agriculture,Ministry of Commerce from 2001 began to promote the implementation of pork traceability system,requiring a comprehensive record of feed,vaccines,veterinary use,inspection and quarantine in the pilot cities to make sure its source and destination are traceable.However,traceable pork purchased by consumers can only be traced back to the slaughtering process actually,and the information contained is very simple.At present,pork containing information such as traceability code,origin certification or quality certification is emerging in the market.As a consumer terminal of pork products,consumers' preference for pork with different quality and safety information is that producers make relevant production decisions.Therefore,It is one of the important ways to solve the problem of quality and safety of pork in China by improving the pork traceability system,and providing pork quality and safety information to meet consumer demand.This paper studies the combination of theory and empirical.In theory,contacting Chinaese special national conditions,the theoretical analysis framework which based on the theory of information asymmetry,consumer behavior,random utility is constructed by reviewing and sorting relevant literature.On empirical analysis,the pig hind leg meat as research object,the study set up five information attributes such as traceability,clenbuterol detection,animal welfare,appearance and price in it.This paper takes 316 consumers in Wuxi as the research sample and uses real choice experiments to evaluate Chinese consumers' the preference and willingness to pay for pork with different quality and safety information.The results show that consumers have a low level of understanding pork traceability information,clenbuterol detection,and animal welfare,but they believe that improving these quality and safety attributes can enhance the safety of pork;The most important thing is the traceability attribute,the willingness to pay is more than 5 yuan per catty,and then the appearance attribute,animal welfare attribute,and clenbuterol detection attribute,the willingness to pay is more than 3 yuan per catty;consumers can be divided into“quality-focused”,“price-sensitive” and “preference combination”,accounting for 56.9%,28.1% and 15.0% respectively.According to the conclusions,the paper puts forward suggestions to meet the consumers' demand and preference for pork with different information attributes and improve the quality and safety of pork in China.