Research on the Consumers' Willingness to Buy Traceable Pork with Different Quality Information: A Case Study of Consumers in Weifang, Shandong Province

The traceability system can effectively reduce the food safety risks, however, it is confronted with various problems during its implementation. In this context, the paper carried out a case study of consumers in Weifang, Shandong Province, and studied their willingness to pay the traceable pork with different quality information. The results indicated that, the consumers show high expectations towards the introduction of traceability system, and they tend to buy the traceable pork only with breeding and slaughter information; their behaviors of purchase are greatly influenced by the following factors: the consumers’ education, age, income, attention on food safety and whether there are pregnant family members, etc.