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Study on Consumer Preference for Traceable Pork With Animal Welfare Attribute.

Mo Chen1, Enhua Hu1, Lin Lin Kuen2

  • 1School of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China.

Frontiers in Psychology
|July 19, 2021
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Summary

Consumers value high-level traceability and animal welfare in pork, accepting higher prices for these attributes. These findings support integrating animal welfare into China's traceable food systems.

Keywords:
animal welfarebayesian inferencefood safetyorigintraceable pork

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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.