Chinese Consumer Willingness to Pay for Pork with Credence Quality Attributes

Food labeling has become increasingly important in pork marketing. Various labels such as local production, organic, and non-GMOs are reported as being valued by consumers across different countries and cultures. China is the largest pork consumer and producer in the world. However, studies on Chinese consumer perception and willingness to pay for various pork attributes are scarce. This study examines how credence attributes related to pork quality may affect Chinese consumers’ pork consumption. Results show that Chinese consumers are particularly responsive to pork’s food safety information and they also attach value to authenticity of the product information