@article{Hou:308818,
      recid = {308818},
      author = {Hou, Bo and Wu, Linhai and Chen, Xiujuan},
      title = {Market simulation of traceable food in China based on  conjoint-value analysis: a traceable case of pork},
      journal = {International Food and Agribusiness Management Review},
      address = {2019-12},
      number = {1030-2021-198},
      year = {2019},
      abstract = {The food-traceability system is considered to be one of  the main measures to fundamentally prevent food-safety  problems. It is of great value to study consumer demand for  traceable food and market simulations that can adjust the  production and supply structure of traceable food and  promote traceable market development. Having sampled and  interviewed 2,121 consumers in China, consumer preferences  for traceable pork with different levels of safety  information, and the respective market share of traceable  pork with different product profiles were investigated  using conjoint value analysis and the randomized first  choice method. Results showed that Chinese consumers  prioritized the certification of a traceable-pork  safety-information attribute. Furthermore, consumers were  willing to pay extra costs in order to obtain traceable  safety information. However, this additional expenditure  should account for no more than 30% of the price of  ordinary pork, or consumer demand for safe pork decreases.  Results of a market simulation also identified a type of  traceable pork that had an optimal combination of  attributes and met the needs of Chinese consumers.  Consequently, the government should gradually promote a  multilevel traceable-food market system in China by  developing a combination of a certification mechanism and  traceability system, and increasing financial subsidies for  the construction of the traceability system.},
      url = {http://ageconsearch.umn.edu/record/308818},
      doi = {https://doi.org/10.22004/ag.econ.308818},
}