Abstract
The application of traceability technology is an important way to solve food safety problems. Different traceability technologies bring different effects to consumers. Existing studies have not explored consumers’ preferences in regards to product traceability technology applications, and they have not analyzed their willingness to pay. Therefore, this study focused on organic rice, an ecological agricultural product. The study was based on a survey from Jiangxi Province, China. It used a selective experiment method in order to analyze consumer preferences and the willingness to pay for ecological agricultural product traceability technology. The results show that consumer preferences are as follows: blockchain technology application attributes, traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. In terms of willingness to pay, consumers have the highest willingness to pay for the application of blockchain technology, which they are willing to pay CNY 21.902 more per kg for this attribute. At the same time, consumers are also willing to make additional payments for traditional traceability-technology-application attributes, high credit-supervision attributes, and international-certification attributes. Their willingness to pay is CNY 20.426, CNY 17.115 yuan, and CNY 11.049, respectively.
Highlights
IntroductionPeople pay more and more attention to food safety issues
In modern society, people pay more and more attention to food safety issues
The monthly income of the surveyed consumers mainly ranged between CNY 3000 and 6000, which accounted for 56.66% of the total
Summary
People pay more and more attention to food safety issues. There are laws, regulations, and industry standards in order to maintain food safety, but food safety issues continue to arise, which endanger the health of consumers [1,2]. By tracking and certifying the information of the entire food supply chain, the source of food contamination can be effectively identified and dealt with, which thereby manages safety issues in the agricultural food sector [3,4]. Traceability plays a vital role in the field of agricultural food safety. The application of traceability technology in the agricultural food supply chain can help companies improve food safety and quality, and reduce the possibility of introducing unsafe food into the market. By applying traceability technology that is coupled with specific food certification, which includes local food, organic food, and
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