Consumers’ preferences and willingness to pay for traceable pork in Guangzhou

The objectives of this study were to analyze consumers’ preferences for food traceability system （FTS） processed pork product，and to clarify the feasibility of pork traceability system instruction in Guangzhou. Based on consumers’ questionnaire survey，Ordered Logit Model was employed to investigate the factors affecting the consumers’willingness to pay（ WTP） a premium for FTS processed pork. The results showed that consumers in Guangzhou had a significantly positive willingness for FTS processed pork. Meanwhile，consumers’ WTP for FTS processed pork was positively affected by consumers’ awareness of food safety and location（ urban or rural）. Thus， this study provided useful insights for developing the market of FTS processed pork by using existed pork traceability facilities for reducing introduction cost of pork traceability system. In addition，to enhance consumers’ awareness of food safety，and rebuilt creditability of pork safety，it was also necessary to introduce pork traceability system. Finally，it was also important to introduce FTS processed pork from the urban areas to the rural areas gradually. Consumers needed time to understand and accept traceable pork.