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Consumers’ valuation for food traceability in China: Does trust matter?
Institution:1. College of Economics and Management, Henan Agricultural University, No. 15, Longzi Lake College Park, Zhengzhou Eastern New District, Zhengzhou 450046, China;2. Food and Resource Economics Department, University of Florida, P.O. Box 110240, Gainesville, FL 32611-0240, USA;3. Department of Agricultural Economics and Agribusiness, University of Arkansas, 217 Agriculture Building, Fayetteville, AR 72701, USA;1. Department of Agricultural and Applied Economics, Virginia Tech University, Blacksburg, VA 24060, USA;2. Department of Agricultural Economics, Oklahoma State University, Stillwater, OK 74074, USA;1. Purdue University, United States;2. Iowa State University, United States;3. Kansas State University, United States;1. School of Forestry Resource and Conservation, University of Florida, USA;2. Institute of Resource and Regional Planning Research, Chinese Academy of Agricultural Sciences, China;3. Purdue University, Department of Agricultural Economics, 403 West State St., West Lafayette, IN 47906, USA;4. Michigan State University, Department of Agricultural, Food, and Resource Economics, 446 W. Circle, Dr., Rm 306, Morrill Hall of Agriculture, East Lansing, MI 48824-1039, USA;1. Research Center for Food Safety and Agriculture Green Development, Qufu Normal University, Rizhao, 276826, China;2. China Academy of Rural Development, Zhejiang University, Hangzhou, 310058, China;1. Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium;2. Department of Food and Resource Economics, Korea University, 145 – Anam-ro, Seongbuk-gu, Seoul, Republic of Korea;3. Department of Agricultural Economics and Agribusiness, University of Arkansas, 217 Agriculture Building, Fayetteville, AR 72701, USA;4. Norwegian Agricultural Economics Research Institute, PO Box 8024, Dep Storgata 2/4/6, 0030 Oslo, Norway;1. College of Economics and Management, Jilin Agricultural University, China;2. Food and Resource Economics Department, University of Florida, United States;3. Department of Agricultural Economics and Rural Development, University of Göttingen, Germany;4. Agribusiness and Rural Development Section, School of Agriculture and Food Science, University College Dublin (UCD), Ireland
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  D12  Q18
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