Abstract
Willingness to pay (WTP) for pork with different traceability information was investigated in 143 consumers in Wuxi, Jiangsu Province, China, using experimental auctions combined with real choice experiments based on incentive compatibility and external validity of non-hypothetical elicitation. The results indicated that participants had the highest WTP for government certification information, attached the greatest importance to farming information and comprehensive traceability information on the whole. Therefore, emphasis of Chinese government should be placed on prevention and regulation of potential safety risks in pig farming. Also, effective transfer of traceability information should be guaranteed through government certification.
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