Abstract
In this study, choice-based conjoint (CBC) analysis combined with multivariate logistic regression model was used to investigate the Chinese consumers’ willingness to pay (WTP) for traceable pork hindquarters with different levels of attributes. High, medium and low-level traceable pork profiles were constructed, and the market share of traceable pork hindquarters was simulated under different types of government subsidies. The results showed that traceability information was the most preferred attribute for consumers. With increased government subsidies, the market share of the different levels of traceable pork hindquarters all increased accordingly. A government subsidy percentage of 3% was concluded to be the best choice for traceable pork hindquarters considering government subsidies and market share elasticity. Key words: Consumers’ willingness to pay, the traceable pork, choice-based conjoint, market simulation, government subsidies.
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