Abstract
In this study, traceability in pork profile information with ex-ante quality assurance and ex-post traceability are constructed. Consumers’ willingness to pay (WTP) for traceability information is investigated in Wuxi, China, by combining the Multiple Price Lists method and the Becker–DeGroot–Marschak (BDM) experimental auction. The main factors affecting consumers’ WTP are also analyzed using a Tobit model. The results demonstrate that consumers have higher WTP for ex-ante quality assurance than for ex-post traceability. The highest WTP is for the ex-ante quality assurance attribute of pork quality inspection. Consumers’ WTP for traceability information is influenced by their individual characteristics, including age, education and income, as well as their concern and satisfaction about food safety and confidence in food safety labeling. The contribution of this paper is that it improves the meaning of traceable food information attributes and measures the significance of attributes to consumers. Furthermore, this paper introduces a Becker–DeGroot–Marschak experimental auction method which amends the measurement deviation of hypothetical experiments.
Highlights
Consumers today must pay close attention to food safety, with an urgent need for high-quality food with information transparency and safety assurances [1]
Regulation (EC) No 178/2002 implemented by the European Union suggestively defines the content of food traceability information, requiring that food traceability information should cover as many as possible the processes in a food supply chain and defines the information attributes that should be included for each process
Hobbs et al [5] indicated that a complete food traceability system should possess the basic functions of both ex-ante quality assurance and ex-post traceability
Summary
Consumers today must pay close attention to food safety, with an urgent need for high-quality food with information transparency and safety assurances [1]. The development of modern information technology has provided effective improvement for the breadth, depth and accuracy of food traceability systems, Cadillac-type traceable food (This term comes from the reference [5] Cadillac-type traceable food refers to all kinds of foods containing detailed traceable information with advanced technology.) does not have the largest market demand due to limited consumer income [5,6]. Because of the lack of ex-ante quality assurance, current traceability in pork in the Chinese food markets cannot effectively solve market failure resulting from information asymmetry [8], which has led to a lack of market demand [7] In such a context, the utility of information from food traceability systems is even less clear, demanding a scientific study
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
