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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, espec...

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Autores principales: Suhandoko, Ardiansyah Azhary, Chen, Dennis Chia-Bin, Yang, Shang-Ho
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8393634/
https://www.ncbi.nlm.nih.gov/pubmed/34441596
http://dx.doi.org/10.3390/foods10081819
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author Suhandoko, Ardiansyah Azhary
Chen, Dennis Chia-Bin
Yang, Shang-Ho
author_facet Suhandoko, Ardiansyah Azhary
Chen, Dennis Chia-Bin
Yang, Shang-Ho
author_sort Suhandoko, Ardiansyah Azhary
collection PubMed
description 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.
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spelling pubmed-83936342021-08-28 Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan Suhandoko, Ardiansyah Azhary Chen, Dennis Chia-Bin Yang, Shang-Ho Foods Article 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. MDPI 2021-08-06 /pmc/articles/PMC8393634/ /pubmed/34441596 http://dx.doi.org/10.3390/foods10081819 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Suhandoko, Ardiansyah Azhary
Chen, Dennis Chia-Bin
Yang, Shang-Ho
Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title_full Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title_fullStr Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title_full_unstemmed Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title_short Meat Traceability: Traditional Market Shoppers’ Preferences and Willingness-to-Pay for Additional Information in Taiwan
title_sort meat traceability: traditional market shoppers’ preferences and willingness-to-pay for additional information in taiwan
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8393634/
https://www.ncbi.nlm.nih.gov/pubmed/34441596
http://dx.doi.org/10.3390/foods10081819
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