Chinese consumer preference for beef with geographical indications and other attributes

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Marketing

Background:

• Growing demand for beef in China necessitates understanding consumer preferences for quality attributes.
• The China-EU agreement on Geographical Indications (GIs) offers new insights into beef quality labelling.

Purpose of the Study:

• To assess Chinese consumer preferences for beef products featuring Geographical Indication (GI) labels and other quality attributes.
• To determine the willingness to pay for beef with different quality labels, feeding regimes, and origins.

Main Methods:

• A nationwide choice experiment survey of 1210 Chinese consumers.
• Utilized a random parameter logit model with error component to analyze preferences.
• Included attributes: GI label, 'green', 'hazard-free', 'organic' labels, feeding regimes, country of origin, and price.

Main Results:

• Consumers show significant preference for grain-fed and domestic beef.
• Consumers are willing to pay a premium for GI-labelled beef over other attributes.
• GI labels positively impact the price of imported beef, with demographic factors influencing preferences.

Conclusions:

• Geographical Indication (GI) labels are a valuable attribute for beef products in the Chinese market.
• Targeted marketing strategies considering consumer demographics and origin are recommended.
• Understanding consumer willingness to pay for quality attributes is crucial for market development.