ARE CONSUMERS WILLING TO PAY MORE FOR TRACEABILITY? EVIDENCE FROM AN AUCTION EXPERIMENT OF VIETNAMESE PORK

作者：Thi Phuong Dong Khuu, Yoko Saito, Naoki Tojo, Phuong Nguyen, Thi Ngoc Hoa Nguyen, Takashi Matsuishi, Khuu, Thi Phuong Dong, Saito, Yoko, Tojo, Naoki, Nguyen, Phuong Duy, Nguyen, Thi Ngoc Hoa, Matsuishi, Takashi Fritz · 发表于：RePEc: Research Papers in Economics · 年份：2019 · DOI：10.22004/ag.econ.288690 · 被引用次数：15 · 研究领域：Economic and Environmental Valuation、Food Supply Chain Traceability、Consumer Market Behavior and Pricing

This study aims to conduct the consumer’s willingness to pay (WTP) for traceable pork products by using the auction experiments methods, estimate the factors affecting to the WTP and identify the demand for specific information in traceability systems from information of consumers in Vietnam. The results indicated that, the WTP for traceable pork products of consumers is higher than 24%, comparing to the non-traceable pork products. The frequency of pork consumption, gender, age, education, health self-report and consumer’s attitude from risk of unsafe pork products were the influencing factors to the consumer’s WTP for traceable pork. The necessary information of traceability, suggested by consumers, included: information of additives included in the purchased pork, place of origin, expiration date and quality certificate