How does food safety certification affect consumer preference?—a choice experiment based on 821 samples of Shandong Province

YIN Shijiu1,2 XU Yingjun1 XU Lingling2,3 LI Qingguang2,3

(1.Policy Research Center for Management of Food Safety of Shandong Province, Qufu Normal University)
(2.Food Safety Research Base of Jiangsu Province, Jiangnan University)
(3.Collaborative Innovation Center for Food Safety and Nutrition of Jiangsu Province, Jiangnan University)

【Abstract】Taking tomatoes as an example, we combined the choice experiment with the auction experiment based on the BDM mechanism to design our experiment. Selecting 821 consumer samples from nine cities such as Qingdao and Weihai in Shandong Province, we assessed the consumers' willingness to pay for different logos of food safety certification with a Logit model with random parameters, and analyzed the influence of consumers' perception of food safety risks and environmental awareness on their willingness to pay. The results showed that consumers had a high willingness to pay for organic logos. Moreover, consumers’ willingness to pay for EU organic logos was much higher than that for China organic logos, and their willingness to pay for green logos is not much different from that for pollution-free logos. Furthermore, consumers with different perception of food safety risks showed different willingness to pay for the logo of food safety certification, while consumers with different environmental awareness had more similar willingness to pay.

【Keywords】 the logo of food safety certification; willingness to pay; a choice experiment; an auction experiment based on the BDM mechanism; the Logit model with random parameters;


【Funds】 Supported by Major Project of National Social Sciences Foundation of China (14ZDA069) the National Natural Science Foundation of China (71203122) Humanities and Social Science Research Projects of the Ministry of Education of the People's Republic of China (13YJC790169) Project for Constructing Outstanding and Innovative Group of Philosophy and Social Science Research in Colleges and Universities in Jiangsu Province (2013-11)

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(Translated by HOU Lei)


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    [2]. ① We can only give a rank of utility brought by different logos to consumers instead of accurate values. [^Back]


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This Article


CN: 11-1262/F

Vol , No. 11, Pages 40-53

November 2015


Article Outline


  • 1 Introduction
  • 2 Methods for data collection and development of research on consumer preference
  • 3 Theoretical framework and econometric model
  • 4 Design of experiment and description of respondents’ basic characteristics
  • 5 Results and discussions
  • 6 Main conclusions, policy implications and research prospects
  • Footnote