Sustainable Healthy Diets and Demand for the Front-of-Package Labeling: Evidence from Consumption of Fresh Pork

Beixun Huang, Haijun Li, Zeying Huang (), Jiazhang Huang and Junmao Sun ()
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Beixun Huang: Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China
Haijun Li: School of Information and Intelligence Engineering, University of Sanya, Sanya 572022, China
Zeying Huang: Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China
Jiazhang Huang: Institute of Food and Nutrition Development, Ministry of Agriculture and Rural Affairs, Beijing 100081, China
Junmao Sun: Department of Logistic Service Center, Chinese Academy of Agricultural Sciences, Beijing 100081, China

Sustainability, 2022, vol. 14, issue 19, 1-14

Abstract: Front of Package (FOP) labeling, which assists consumers in understanding the nutritional status of fresh pork, could help reduce Chinese residents’ excessive meat intake and greenhouse gas emissions. Nevertheless, little is known about the price elasticity of consumers’ demand for the FOP labeling on fresh pork. This study implemented a contingent valuation survey by using a representative survey of 930 adults across China. The results indicated that respondents’ demand for FOP labeling applied to fresh pork was price inelastic (−0.209). Moreover, there existed significant population heterogeneity in the price elasticity of demand. Specifically, WTP increased for the urban population and those who paid regular attention to pork’s nutritional value. Overall, Chinese consumers had rigid demand for FOP labeling on fresh pork, and policy makers should pay close attention to consumer reactions to the price of FOP labeling and promote this application on fresh pork.

Keywords: sustainable healthy diet; demand; front of package labeling; fresh pork; willingness to pay (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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