Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan

Due to food scandals that shocked the retailer markets, traceability systems were advocated to regain consumers’ confidence and trust. However, while traceability systems can be more easily explored in modern markets, almost no traceability system can be found in traditional markets in Taiwan, especially when buying meat products. This study explored the preference and the willingness-to-pay (WTP) for traceability information of pork products in traditional markets in Taiwan. The random utility theory (RUT) with the contingent valuation method (CVM) was adopted to examine the total of 1420 valid responses in Taiwan. Results show that 80% of traditional market consumers are willing to pay more for traceability information of pork products. Specifically, when consumers (1) know the market price of pork, (2) do not often buy food in the traditional market, (3) live in south or north regions of Taiwan, (4) have a flexible buying schedule, (5) are aware of food safety due to frequently accessing health-related content through media, or (6) think pork grading is very important, they would tend to choose meat products with traceability information. The implication of this study suggests that there is an urgent desire for food safety labeling and traceability information system in traditional markets in Taiwan. Especially, those who usually shop in the higher-price markets are willing to pay the most for this traceability information.