Consumers’ Willingness to Pay for Safe Pork and Its Influencing Factors:

Wang Ai’e

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Chinese Agricultural Science Bulletin ›› 2016, Vol. 32 ›› Issue (26) : 175-180. DOI: 10.11924/j.issn.1000-6850.casb16030128

Consumers’ Willingness to Pay for Safe Pork and Its Influencing Factors:

  • Wang Ai’e
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Abstract

In order to know the consumers’ attitudes and consumption tendency to safe pork, consumers’ willingness to pay for safe pork in Wuhanwas studied by building the theoretical model and using CVM method, the influencing factors were also analyzed based on the Logit model. The results indicated that consumers’premium to pay for safe pork was 30.9%, the random price of safe pork,the attention and trust in pork quality and safety all significantly influencedconsumers’ willingness to pay for safe pork. Thus, some suggestions were put forward from the perspective of improving consumers’ trust and evaluation to promote the development of pig industry in Wuhan.

Key words

safe pork; willingness to pay; contingent valuingmethod

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Wang Ai’e. Consumers’ Willingness to Pay for Safe Pork and Its Influencing Factors:. Chinese Agricultural Science Bulletin. 2016, 32(26): 175-180 https://doi.org/10.11924/j.issn.1000-6850.casb16030128

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