Are consumers willing to pay more for traceability? Evidence from an auction experiment of Vietnamese pork

Abstract

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.