Study on Consumer Preference for Traceable Pork With Animal Welfare Attribute

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Science

Background:

• Consumer preferences for food attributes are evolving, influenced by factors like health, origin, and ethical considerations.
• Traceability and animal welfare are increasingly important attributes in food production and marketing.
• China's recent approval of animal welfare in food traceability systems highlights growing market demand.

Purpose of the Study:

• To determine consumer preferences for traceable pork attributes in China.
• To analyze the interplay between traceability, animal welfare, origin, and price.
• To inform policy and market development for animal-derived food products.

Main Methods:

• A Choice Experiment was employed to assess consumer preferences.
• Bayesian inference analysis was used to analyze the data from 328 consumers in Wuxi City, China.
• A traceable pork attribute system including traceability, animal welfare, place of origin, and price was utilized.

Main Results:

• Consumers showed higher marginal utility for high-level traceability and animal welfare attributes compared to price.
• Complementary and substitution relationships were identified between different animal welfare and traceability levels.
• Consumers are willing to pay a premium for pork incorporating animal welfare information.

Conclusions:

• Integrating animal welfare into traceable food systems is supported by consumer demand.
• Diverse traceable animal-derived food markets should be developed to meet varied consumer needs.
• Government support can encourage production that benefits animal welfare, ecological civilization, and market growth.