An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information
IntroductionWith increasing consumer concern regarding food safety, willingness to pay (WTP) for food has become a significant focal point of research. This study explored consumer willingness to pay for traceable pork in Shanghai with additional quality credit information.MethodsIn October of 2020,...
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Frontiers Media S.A.
2025-01-01
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| Series: | Frontiers in Sustainable Food Systems |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1484396/full |
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| author | Zengjin Liu Tingting Fan Caixia Li Shanshan Wang |
| author_facet | Zengjin Liu Tingting Fan Caixia Li Shanshan Wang |
| author_sort | Zengjin Liu |
| collection | DOAJ |
| description | IntroductionWith increasing consumer concern regarding food safety, willingness to pay (WTP) for food has become a significant focal point of research. This study explored consumer willingness to pay for traceable pork in Shanghai with additional quality credit information.MethodsIn October of 2020, 669 valid respondents were surveyed across 15 urban districts in Shanghai. By employing the contingent valuation method and a binary logit model, we empirically analyze consumer WTP for credit-traceable pork and its influencing factors, and estimate the average WTP.ResultsThe results indicate the following. (1) As bid prices increase, fewer consumers are willing to pay extra for credit-traceable pork. Specifically, 94.59% of the consumers were willing to pay an additional price when the bid price was 2 yuan/kg, whereas only 10.53% were willing to pay 30 yuan/kg. (2) Nine variables significantly influence consumer WTP for credit-traceable pork: bid price, purchase experience, trust level, concern for pork, confidence in pork, purchasing from specialty stores, local pork purchasing habits, gender, and education level. On average, consumers are willing to pay an additional 8.48 yuan/kg for credit-traceable pork compared with regular pork. Although certain variables do not exhibit a significant impact, the WTP for credit-traceable pork varies considerably among different consumer groups.DiscussionBased on these findings, we propose strategies to expedite the development of a credit traceability system for agricultural products. |
| format | Article |
| id | doaj-art-2c0f0665f92a424ea0559aaeae60857b |
| institution | Kabale University |
| issn | 2571-581X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Frontiers Media S.A. |
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| series | Frontiers in Sustainable Food Systems |
| spelling | doaj-art-2c0f0665f92a424ea0559aaeae60857b2025-01-22T07:11:22ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2025-01-01910.3389/fsufs.2025.14843961484396An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance informationZengjin Liu0Tingting Fan1Caixia Li2Shanshan Wang3Institute of Agricultural Science and Technology Information, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaInstitution of Agro-Food Standards and Testing Technology, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaInstitute of Agricultural Science and Technology Information, Shanghai Academy of Agricultural Sciences, Shanghai, ChinaCollege of Economic and Management, Shanghai Ocean University, Shanghai, ChinaIntroductionWith increasing consumer concern regarding food safety, willingness to pay (WTP) for food has become a significant focal point of research. This study explored consumer willingness to pay for traceable pork in Shanghai with additional quality credit information.MethodsIn October of 2020, 669 valid respondents were surveyed across 15 urban districts in Shanghai. By employing the contingent valuation method and a binary logit model, we empirically analyze consumer WTP for credit-traceable pork and its influencing factors, and estimate the average WTP.ResultsThe results indicate the following. (1) As bid prices increase, fewer consumers are willing to pay extra for credit-traceable pork. Specifically, 94.59% of the consumers were willing to pay an additional price when the bid price was 2 yuan/kg, whereas only 10.53% were willing to pay 30 yuan/kg. (2) Nine variables significantly influence consumer WTP for credit-traceable pork: bid price, purchase experience, trust level, concern for pork, confidence in pork, purchasing from specialty stores, local pork purchasing habits, gender, and education level. On average, consumers are willing to pay an additional 8.48 yuan/kg for credit-traceable pork compared with regular pork. Although certain variables do not exhibit a significant impact, the WTP for credit-traceable pork varies considerably among different consumer groups.DiscussionBased on these findings, we propose strategies to expedite the development of a credit traceability system for agricultural products.https://www.frontiersin.org/articles/10.3389/fsufs.2025.1484396/fullcredit traceabilitycontingent valuation methodbinary logit modelwillingness to payagricultural products |
| spellingShingle | Zengjin Liu Tingting Fan Caixia Li Shanshan Wang An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information Frontiers in Sustainable Food Systems credit traceability contingent valuation method binary logit model willingness to pay agricultural products |
| title | An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| title_full | An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| title_fullStr | An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| title_full_unstemmed | An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| title_short | An investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| title_sort | investigation of consumer willingness to pay for traceable pork accompanied by supplementary quality assurance information |
| topic | credit traceability contingent valuation method binary logit model willingness to pay agricultural products |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1484396/full |
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