Meat packaging, preservation, and marketing implications: Consumer preferences in an emerging economy

Meat is a perishable food which appears in the market in a variety of forms. Using a choice experiment survey conducted across four Chinese cities, this paper studies consumers' preferences for packaging and preservation methods and place of origin for fresh pork. Results showed that Chinese consumers preferred chilled and locally produced pork packaged in plastic. They discounted frozen and imported pork more than hot pork. Consumers believed that meat, which had been frozen or preserved over a long period, was not as fresh. Many consumers believe their own perceptions about meat preservation methods are correct when in fact they may be wrong. When scientific information about meat preservation methods was introduced, a significantly positive effect could be observed on their preferences and on the willingness-to-pay for frozen meat, chilled meat, and imported meat. This suggests that using science-based information to educate consumers can increase the economic value of pork. The implications on the marketing and trade of pork are explored.