 Consumers’ valuation for food traceability in China: Does trust matter?Ruifeng Liu, Zhifeng Gao, Rodolfo Nayga, Heather Arielle Snell and Hengyun Ma Food Policy, 2019, vol. 88, issue C Abstract: Food safety is a very important topic in China. We investigate Chinese consumers’ preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers’ trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers’ trust in government’s supervision of food safety and food labels and consumers’ preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government’s supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China. Keywords: Choice experiment; Interaction effects; Fuji apple products; Willingness to pay; Chinese consumer (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jfpoli:v:88:y:2019:i:c:s0306919219305901 DOI: 10.1016/j.foodpol.2019.101768 Access Statistics for this article Food Policy is currently edited by J. Kydd More articles in Food Policy from Elsevier |
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