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Abstract
China’s transition into a developed economy is driving changes in consumer preferences and demand for foods. The
objective of this study is to assess and measure consumers’ preferences for and attitudes toward imported pork in urban
China. Estimated logit models based on a consumer survey conducted in 2008 reveal that individuals’ age, shopping
location, and food safety concerns significantly influence their willingness to pay for U.S. pork. Factors affecting
purchasing behavior of Western-style pork cuts versus traditional Chinese cuts are also evaluated. Consumers’ food
safety concerns were linked to a previous lean-meat additive scare and a lack of confidence in the Chinese food inspection
system.