A Study Of Consumer's Preference For Traceable Pork Integrating Pre-incident Quality Assurance And Post-incident Traceability

Pork is one of the common meat products for consumers.Pork products often have food safety incidents.A series of incidents involving pork reflect the huge risks hidden in the entire supply chain system of Chinese pork production,supply and consumption.It is extremely urgent to construct and improve a food traceability system suitable for China's national conditions.This study analyzed main risks in China‘s pork supply chain and established a complete traceable system of pork properties.Specifically,the traceable information of pork properties includes traceable information,certification information of traceable information authenticity,origin and price,among which origin,traceable information and certification of traceable information authenticity were regarded as the functional information attributes with pre-incident quality assurance and post-incident traceability.Next,this study focused on 332 consumers from Wuxi,Jiangsu,China,conducted choice experiments on Nlogit 5.0 platform,and investigated the consumers‘ preference for traceable food using random parameters logit(RPL)and latent class model(LCM).Results show that consumers exhibit greatest willingness to pay for complete traceable information and prefer the local pork and the certification of traceable information authenticity.The traceable information including breeding and slaughter/processing and domestic third-party certification attributes including the origin and authenticity of traceable information are complementary.The consumers prefer the certification of traceable information authenticity and particularly trust government certification of traceable information authenticity,followed by the international third-party and domestic third-party certification.Furthermore,the preference of different types of consumers for the information attributes of traceable pork at different levels is characterized by heterogeneity,and the consumers at all levels all prefer complete information attributes of traceable pork.