Measure consumer preferences for pork attributes under different media coverage in China

Zhen Yan (), Xiaohua Yu and Jiehong Zhou ()

No 232028, GlobalFood Discussion Papers from Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development

Abstract: Media reports could help shape consumer attitudes towards food quality and safety. By introducing an information treatment with positive or negative media coverage, we study the impact on consumer preference for pork products. The hypothesis is tested by a hypothetical choice experiment with 788 samples in 15 cities in China. Attributes we take into account include traceability, farming style, brand and certificates, in addition to prices. The results indicate that the media coverage could significantly shape consumers’ preference. A comparison of the two treatments indicates that the positive information treatment could yield smaller WTP values for all attributes related to food quality and safety.

Keywords: Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Date: 2016-02-15
New Economics Papers: this item is included in nep-cna, nep-mkt and nep-tra
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/232028/files/GlobalFood_DP79.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:gagfdp:232028

DOI: 10.22004/ag.econ.232028

Access Statistics for this paper

More papers in GlobalFood Discussion Papers from Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().