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Abstract

Traditional markets provide a daily market platform for the majority of Taiwanese consumers. Food safety issues occurring in recent years have challenged traditional markets and eroded consumers’ trust. This study investigates three types of meat product information: growth hormone, traceability, and nutrition labels, in a study designed to elicit how likely consumers at traditional markets are willing to pay for additional product information. Results show that younger females with higher education have a positive willingness to pay (WTP) for food safety related information, i.e., traceability and growth hormone. Implications from this study suggest that providing related information to ease the concerns of food-safety issues is a necessary strategy for traditional markets.

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