TRACEABILITY INFORMATION AND WILLINGNESS TO PAY: THE CASE OF PORK

Jiao Lu, Hongsha Wang, Linhai Wu and Xiujuan Chen
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Jiao Lu: School of Management, Shanxi Medical University, No. 56, Xinjian South Road, Taiyuan, Shanxi 030001, P. R. China†Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China
Hongsha Wang: #x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China
Linhai Wu: #x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China
Xiujuan Chen: #x2020;Food Safety Research Base of Jiangsu Province, School of Business Jiangnan University, No. 1800, Wuhu Avenue, Wuxi, Jiangsu 214122, P. R. China‡Synergetic Innovation Center of Food Safety and Nutrition, No. 1800, Lihu Avenue Wuxi, Jiangsu 214122, P. R. China

The Singapore Economic Review (SER), 2020, vol. 65, issue 03, 737-754

Abstract: Willingness to pay (WTP) for pork with different traceability information was investigated in 143 consumers in Wuxi, Jiangsu Province, China, using experimental auctions combined with real choice experiments based on incentive compatibility and external validity of non-hypothetical elicitation. The results indicated that participants had the highest WTP for government certification information, attached the greatest importance to farming information and comprehensive traceability information on the whole. Therefore, emphasis of Chinese government should be placed on prevention and regulation of potential safety risks in pig farming. Also, effective transfer of traceability information should be guaranteed through government certification.

Keywords: Random nth price auction; real choice experiment; traceability information; willingness to pay (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S0217590818500108

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