Journal
FOOD POLICY
Volume 88, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodpol.2019.101768
Keywords
Choice experiment; Interaction effects; Fuji apple products; Willingness to pay; Chinese consumer
Categories
Funding
- National Natural Science Foundation of China [71403082]
- Ministry of Education of Humanities and Social Science Research Project of China [14YCJ790080]
- National Social Science Foundation of China [14BGL093]
- 2017 Annual Scientific and Technological Innovation of Henan Province Talent (Humanities and Social Sciences) Support Program [2017-cxrc-002]
- Young Backbone Teachers Scheme of Henan Colleges and Universities [2015GGJS-085]
- Henan Province Philosophy and Social Science Planning Project [2017BJJ033]
- Henan Provincial Department of Education Humanities and Social Sciences Research Project [2019-ZZJH-327]
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Food safety is a very important topic in China. We investigate Chinese consumers' preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers' trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers' trust in government's supervision of food safety and food labels and consumers' preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government's supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China.
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