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Sustainability 2018, 10(3), 603; doi:10.3390/su10030603

Urban Chinese Consumers’ Willingness to Pay for Pork with Certified Labels: A Discrete Choice Experiment

1,2,* , 1
School of Business, Jiangnan University, Wuxi 214122, China
Food Safety Research Base of Jiangsu Province, Jiangnan University, Wuxi 214122, China
School of Economics and Management, Wuhan University, Wuhan 430072, China
Economic Development Research Center, Wuhan University, Wuhan 430072, China
Author to whom correspondence should be addressed.
Received: 23 December 2017 / Revised: 17 February 2018 / Accepted: 21 February 2018 / Published: 27 February 2018
View Full-Text   |   Download PDF [563 KB, uploaded 27 February 2018]


The paper aims to investigate Chinese consumers’ willingness-to-pay (WTP) for pork characterized by four attributes, namely food safety certification labels, location-of-origin, “free from veterinary drug residues” label, and price, based on a choice experiment conducted among 844 consumers from Jiangsu and Anhui provinces, China. A Random Parameter Logit model was estimated to elicit consumers’ WTP. The results showed that Jiangsu consumers’ WTP for pork with a “Organic Food” certification (26.78 Yuan) was the highest among all attributes, followed by “Green Food” certification (20.22 Yuan), “free from veterinary drug residues” label (23.18 Yuan), and location-of-origin (12.77 Yuan). However, there was only a moderate preference for “Safe Food” certification (8.10 Yuan). In addition, respondents from the more developed region (i.e., Jiangsu) had significantly higher WTP for all attributes than respondents from Anhui, a less developed region. The Random Parameter Logit model shows that better educational attainment and higher income were two factors that were associated with a higher WTP. The main policy recommendations are that public awareness of the different types of verifications should be improved and that authorization of certification logos should be enforced strictly so that food with certification logos are always reflective of the standard being followed. View Full-Text
Keywords: Discrete Choice Experiment; willingness to pay; food safety Discrete Choice Experiment; willingness to pay; food safety
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Wang, J.; Ge, J.; Ma, Y. Urban Chinese Consumers’ Willingness to Pay for Pork with Certified Labels: A Discrete Choice Experiment. Sustainability 2018, 10, 603.

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