The China market for traceable food has developed gradually over the past decade. This study surveyed 1380 consumers in seven pilot cities designated by the Chinese Ministry of Commerce for the construction of a meat and vegetable circulation traceability system. A choice-based conjoint analysis and multinomial logit model were used to study consumer preferences and demand for traceable pork attributes. The results demonstrated that certification of traceable information was the most important characteristic, followed by appearance and traceable information. Significant heterogeneity was observed in consumer preferences for the attributes of traceable pork. Consumers’ preferences for traceable attributes were significantly influenced by age, income level, and education level. Based on these results, we suggest that the government should strengthen the promotion of scientific knowledge regarding traceability systems, and encourage and support the production of traceable food with different traceability levels and different certification types. Moreover, the development of food traceability systems should be combined with a labeling system for quality certification.


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